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A set of three interrelated research designs are presented and solutions are illustrated with synthetic data. The problems include (a) measuring the relative importance of a group of product benefits, (b) selecting a package design that best connotes the psychological imagery of a subset of the selected benefits, and (c) determining what point-of-purchase display materials, brand name, and brand pricing strategy to employ in initial market introduction. Structurally, all three problems involve non-numerical, judgmental responses to multi-attribute marketing stimuli.
All three problems are “solved” by conjoint measurement. This approach, recently developed in mathematical psychology, draws upon previous work in experimental design, unidimensional psychophysics and data theory. The paper concludes with a discussion of current limitations of the approach and potential marketing application areas.
senses, perception, stimulus (psychophysiology), marketing, design
Professor of Marketing, Wharton School, University of Pennsylvania, Philadelphia, Pa.