The Resource The laws of choice : predicting customer behavior, Eric Marder

The laws of choice : predicting customer behavior, Eric Marder

Label
The laws of choice : predicting customer behavior
Title
The laws of choice
Title remainder
predicting customer behavior
Statement of responsibility
Eric Marder
Creator
Subject
Language
eng
Summary
  • Eric Marder reveals how universal patterns in survey responses lead not only to general principles in marketing but to empirically verifiable laws of human nature itself. Drawing on forty years of applying his pioneering experimental design techniques to marketing research surveys, Marder presents a global theory of choice behavior, supported by original data reported here for the first time from thousands of massive real-life experiments based on millions of interviews. His dramatic findings about pricing, optimal marketing tactics, product evaluation, the relative role of product and image, and advertising effectiveness will make this book required reading for the entire marketing community
  • Of special interest to social scientists and survey research practitioners will be Marder's powerful research designs and techniques, including the unbounded write-in scale for measuring desirability (attitude) and his methodological analyses of the relationships among beliefs (perceptions), desires, choice, and behavior
Cataloging source
DLC
http://library.link/vocab/creatorDate
1925-
http://library.link/vocab/creatorName
Marder, Eric
Illustrations
illustrations
Index
index present
LC call number
HF5415.3
LC item number
.M273 1997
Literary form
non fiction
http://library.link/vocab/subjectName
  • Consumer behavior
  • Consumers
  • Motivation research (Marketing)
  • Motivación
  • Consumer behavior
  • Consumers
  • Motivation research (Marketing)
  • Marktonderzoek
  • Consumentengedrag
  • Consommateurs
  • Verbraucherverhalten
Label
The laws of choice : predicting customer behavior, Eric Marder
Link
https://archive.org/details/lawsofchoicepred00mard
Instantiates
Publication
Note
Includes index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Marketing and choice . A personal note ; Nomenclature ; Desires and beliefs ; The primary topics ; Accessibility ; The choice process ; Marketing strategy ; The eight tools of marketing -- Defining choice research -- First principles of choice research. Analysis ; Interface with the marketer -- The first law: the law of congruence. Constructing questions ; The law -- Measuring choice. The measuring instrument ; STEP share and market share ; Aggregate and individual data ; Individual STEP scores and buying -- Price testing. Some specific studies ; The STEP database ; The price-demand relationship -- Concept testing. Durables ; Consumables ; Line extensions and cannibalization -- Product testing. The product testing grid ; Blind and identified tests -- Paired comparisons. Theoretical considerations ; An experiment ; The antecedent effect -- Deserved share. Product-STEP ; Uncoupling ; The case for blind versus identified tests ; Two experiments ; Product differences ; What's in a name -- What STEP measures -- Beyond product category boundaries. VEST for durables ; VEST for consumables ; VEST-STEP -- The anatomy of questions. Beliefs ; Desirability ; An interjection about "improving" brands ; The numeric scale ; The unbounded write-in scale ; Brand choice ; Direct rank -- The second law: the law of primacy. Desirability and choice ; The tie matrix ; Desirability-rank and choice ; Product category differentiation -- Struggling to see the obvious. The strategy planning program ; The diagnostic problem ; A new look at an old problem -- The partitioning of choice. Topics and attributes ; Desires and beliefs ; An illustrative three-person market ; The SUMM what-if game -- Constructing the map. Levels of generality ; Sequence analysis ; The attribute-definition pretest ; The primary topics -- Twists and turns in measuring the desirability of attributes. The top-attribute method ; The meaning of topic weights ; The multiple-attribute method ; The integrated method ; The absolute method -- Dynamic assessments. The pricing study ; The spectrum study ; The fully-modeled comparison ; Conclusions about the integrated and absolute methods ; Variants of SUMM -- The synthesis of STEP and SUMM. Tie-SUMM ; The tie interval ; Empirical consequences of tie scoring -- Brand positioning. Positioning a new brand ; Repositioning an established brand ; Customer satisfaction -- Measuring advertising -- Measuring print ads. The post program ; The environment ; The effect of a single ad ; A factorial design ; Negative effects ; Color versus black and white ; Ad-STEP ; The universal ad -- Measuring television commercials. Conscious persuasion ; TV-STEP ; The criss-cross design -- Measuring television campaigns. Defining the problem ; The ad-weight design ; Some case histories ; The cumulative results ; Implications ; The generic advertising-response curve ; Advertising-response curves with dips ; Flighting -- The third law: the law of persistence. Nonadvertising periods ; Decay and persistence -- Budget allocation across brands -- Summing up. The problems ; The core variables ; The principles ; The laws ; A closing comment
Dimensions
24 cm
Extent
xvi, 448 pages
Isbn
9780684835457
Lccn
97007041
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
  • (OCoLC)36379805
  • (OCoLC)ocm36379805
Label
The laws of choice : predicting customer behavior, Eric Marder
Link
https://archive.org/details/lawsofchoicepred00mard
Publication
Note
Includes index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Marketing and choice . A personal note ; Nomenclature ; Desires and beliefs ; The primary topics ; Accessibility ; The choice process ; Marketing strategy ; The eight tools of marketing -- Defining choice research -- First principles of choice research. Analysis ; Interface with the marketer -- The first law: the law of congruence. Constructing questions ; The law -- Measuring choice. The measuring instrument ; STEP share and market share ; Aggregate and individual data ; Individual STEP scores and buying -- Price testing. Some specific studies ; The STEP database ; The price-demand relationship -- Concept testing. Durables ; Consumables ; Line extensions and cannibalization -- Product testing. The product testing grid ; Blind and identified tests -- Paired comparisons. Theoretical considerations ; An experiment ; The antecedent effect -- Deserved share. Product-STEP ; Uncoupling ; The case for blind versus identified tests ; Two experiments ; Product differences ; What's in a name -- What STEP measures -- Beyond product category boundaries. VEST for durables ; VEST for consumables ; VEST-STEP -- The anatomy of questions. Beliefs ; Desirability ; An interjection about "improving" brands ; The numeric scale ; The unbounded write-in scale ; Brand choice ; Direct rank -- The second law: the law of primacy. Desirability and choice ; The tie matrix ; Desirability-rank and choice ; Product category differentiation -- Struggling to see the obvious. The strategy planning program ; The diagnostic problem ; A new look at an old problem -- The partitioning of choice. Topics and attributes ; Desires and beliefs ; An illustrative three-person market ; The SUMM what-if game -- Constructing the map. Levels of generality ; Sequence analysis ; The attribute-definition pretest ; The primary topics -- Twists and turns in measuring the desirability of attributes. The top-attribute method ; The meaning of topic weights ; The multiple-attribute method ; The integrated method ; The absolute method -- Dynamic assessments. The pricing study ; The spectrum study ; The fully-modeled comparison ; Conclusions about the integrated and absolute methods ; Variants of SUMM -- The synthesis of STEP and SUMM. Tie-SUMM ; The tie interval ; Empirical consequences of tie scoring -- Brand positioning. Positioning a new brand ; Repositioning an established brand ; Customer satisfaction -- Measuring advertising -- Measuring print ads. The post program ; The environment ; The effect of a single ad ; A factorial design ; Negative effects ; Color versus black and white ; Ad-STEP ; The universal ad -- Measuring television commercials. Conscious persuasion ; TV-STEP ; The criss-cross design -- Measuring television campaigns. Defining the problem ; The ad-weight design ; Some case histories ; The cumulative results ; Implications ; The generic advertising-response curve ; Advertising-response curves with dips ; Flighting -- The third law: the law of persistence. Nonadvertising periods ; Decay and persistence -- Budget allocation across brands -- Summing up. The problems ; The core variables ; The principles ; The laws ; A closing comment
Dimensions
24 cm
Extent
xvi, 448 pages
Isbn
9780684835457
Lccn
97007041
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
  • (OCoLC)36379805
  • (OCoLC)ocm36379805

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