Multiattribute Approaches for Product Concept Evaluation and Generation: A Critical Review
Open Access
- 1 May 1979
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 16 (2) , 159-180
- https://doi.org/10.1177/002224377901600202
Abstract
Multiattribute research in marketing seeks an understanding of the structure of customer decisions with respect to the market offerings of a firm and its competitors. Through such understanding the firm trys to evaluate and/or design its offerings for greater customer satisfaction and profitability. Recent applications of such research to new product evaluation and to concept generation are reviewed and critiqued, relevant methodologies are contrasted, and the import of this research thrust for management is assessed.Keywords
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