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Understanding consumer choice: a new approach?

Len Marchant (MARCOS (Market Competition Studies) Ltd)
Peter Hutchinson (Oxford Polytechnic)

Management Research News

ISSN: 0140-9174

Article publication date: 1 April 1991

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

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MCB UP Ltd

Copyright © 1991, MCB UP Limited