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Mar 23, 2003
Measuring What Consumers Value
Value analysis is one of the largest issues in marketing. Measuring how consumers value the goods and services they are being offered or already own, as well as how they value certain parts of these goods and services, gain give marketers insights to prepare themselves for better pricing, product management, packaging, and message creation. Alexander has uncovered a good resource summarizing seven techniques for value analysis: qualitative techniques, core/key values, laddering, conjoint analysis, decision tree, correlation-based expectancy-value models, stated importance.
Posted by Stefan Smalla on Mar 23, 2003 at 20:25 | Permalink