Includes index.

Contents: Marketing and choice -- Defining choice research -- First principles of choice research -- The First law: the law of congrunence -- Measuring choice -- Price testing -- Concept testing -- Product testing -- Paired comparissons -- Deserved share -- What step measures -- Beyond product category boundaries -- The Anatomy of questions -- The Second law: the law of primacy -- Struggling to see the obvious -- The Partitioning of choice -- Constructing the map -- Twists and turns in measuring the desirability of attributes -- Dynamic assessments -- The Synthesis of step and summ -- Brand positioning -- Measuring advertising -- Measuring print ADs -- Measuring television commercials -- Measuring television campaigns -- The Third law: the law of persistence -- Budget allocation across brands -- Appendix A: Computation of VEST penetration -- Appendix B: The Variance and sensitivity of step and first-choice share -- Appendix C: The Tie-share vector and the frequency vector -- Appendix D: Implications of the STEP-SUMM slope -- Appendix E: The Sensitivity of the integrated and absolute methods -- Appendix F: Variants of SUMM -- Appendix G: Competitive frame reduction -- Appendix H: Share and countershare partition -- Appendix I: The Television of the universal Ad. -- Appendix J: The contaminated criss-cross tests -- Appendix K: The Collection and analysis of Ad-weight data.