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• catalog abstract "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.".
• catalog contributor b10704861.
• catalog created "c1997.".
• catalog date "1997".
• catalog date "c1997.".
• catalog dateCopyrighted "c1997.".
• catalog description "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 -- ".
• catalog description "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.".
• catalog description "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 -- ".
• catalog description "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.".
• catalog description "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.".
• catalog description "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 -- ".
• catalog extent "xvi, 448 p. :".
• catalog hasFormat "Laws of choice.".
• catalog identifier "0684835452".
• catalog isFormatOf "Laws of choice.".
• catalog issued "1997".
• catalog issued "c1997.".
• catalog language "eng".
• catalog publisher "New York : Free Press,".
• catalog relation "Laws of choice.".
• catalog subject "658.8/342 21".
• catalog subject "Consumer behavior.".
• catalog subject "Consumers Attitudes.".
• catalog subject "HF5415.3 .M273 1997".
• catalog subject "Motivation research (Marketing)".
• catalog tableOfContents "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 -- ".
• catalog tableOfContents "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 -- ".
• catalog tableOfContents "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.".
• catalog tableOfContents "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 -- ".
• catalog title "The laws of choice : predicting customer behavior / Eric Marder.".
• catalog type "text".