000			01984nam a22002057a 4500
005			20210414113938.0
008			120514t xxu||||| |||| 00| 0 eng d
020			_a0684835452
050			_aHF5415.3M33
100			_aMarder, Eric
245			_aThe laws of choice: predicting customer behaviour. / _cEric Marder,
260			_aToronto: _bFree Press, _c1997.
300			_axvi, 448 p.: _bill.; _c18 cm.
500			_aIncludes index.
505			_aContents: 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.
650			_aConsumer behavior.
650			_aConsumers _x Attitudes.
650			_aMotivation research (Marketing)
942			_2lcc _cBK
999			_c877 _d8377