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Readings |
Background
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Re-read LKM Chapter 2, especially beginning p.
40. Also, p. 669-72.
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Guadagni, P. M. and J. D. C. Little (1983), “A
Logit Model of Brand Choice Calibrated on Scanner Data,”
Marketing Science, 203-238.
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Meyer, Robert and Eric Johnson (1995),
“Empirical Generalizations in the Modeling of Consumer
Choice,” Marketing Science, 14, G180-189.
Conjoint Analysis
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Johnson, Richard M. (1974), “Trade-Off Analysis
of Consumer Values,” Journal of Marketing Research, 11
(2), 121-7. Co-winner of the William
F. O’Dell Award
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Green, Paul E. (1984), “Hybrid Models for
Conjoint Analysis: An Expository Review,” Journal of
Marketing Research, 21 (2), 155-69.
1989 William F. O’Dell Award
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Green, Paul E., J. Douglas Carroll and Stephen
M. Goldberg (1981), “A General Approach to Product Design
Optimization via Conjoint Analysis,” Journal of Marketing,
45 (3), 17-37. 1981 Alpha Kappa Psi
[now MSI / H. Paul Root] Award.
Recent Discrete Choice Models
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Tulin Erdem and Michael P. Keane (1996),
“Decision-Making under Uncertainty: Capturing Dynamic Brand
Choice Processes in Turbulent Consumer Goods Markets,”
Marketing
Science,
15 (1), 1-20. 1996 John D. C. Little
Award
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Heilman, Carrie M., Douglas Bowman and Gordon P. Wright
(2000), “The Evolution of Brand Preferences and Choice
Behaviors of Consumers New to a Market,” Journal of
Marketing Research, 37 (2), 139-55. 2001
Paul E. Green Award
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