PLEASE NOTE
The Mercer Management Journal is dead. If you click through you will be taken to the Internet Archive site to find an archived copy.
The Mercer Management Journal is dead. If you click through you will be taken to the Internet Archive site to find an archived copy.
Most new products fail and most high-volume marketing campaigns generate slim returns. Companies trip up when they try to estimate customer demand through weak market research, extrapolation from the past, or plain instinct. Fortunately, the science of discrete choice modeling is a powerful antidote to ignorance. It allows companies to estimate demand and know exactly how and why customers will make decisions, minimizing the business risk and positioning the product for success.
Editor’s Note: a bit of self-promotion on the part of Mercer, discussing their Strategic Choice Analysis (SCA)®, but still of general value…
Content: Article
Authors: Eric Almquist, Martin Kon, Wolfgang Bock
Source: Mercer Management Journal
Subjects: Market Research, Marketing / Sales
Authors: Eric Almquist, Martin Kon, Wolfgang Bock
Source: Mercer Management Journal
Subjects: Market Research, Marketing / Sales
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