Understanding consumer choice: a new approach?
Len Marchant
(MARCOS (Market Competition Studies) Ltd)
Peter Hutchinson
(Oxford Polytechnic)
276
Abstract
To give objective guidance the market researcher needs a clear and valid conceptual model of consumer choice, a compatible quantifiable model, accurate meaningful measures and relevance to the real world.
Citation
Marchant, L. and Hutchinson, P. (1991), "Understanding consumer choice: a new approach?", Management Research News, Vol. 14 No. 4/5, pp. 8-11. https://doi.org/10.1108/eb028129
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited