TITLE

Using discrete choice modeling to estimate market share

AUTHOR(S)
Golanty, John
PUB. DATE
September 1995
SOURCE
Marketing Research;Fall/Winter95, Vol. 7 Issue 4, p25
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article discusses the strategies for adjusting the underlying assumptions of discrete choice modeling to fit more realistic scenarios, resulting in reasonable estimates of likely market shares for new and established brands. Respondents are exposed to different competitive sets in which brands and features are systematically varied. The single-cell discrete choice study can be used in place of a multi-cell simulated test market research, not only reducing costs but also increasing diagnostic capabilities. Discrete choice modeling is an exciting tool for market researchers, providing benefits only dreamed of a decade ago. When used properly, it can be an effective and efficient way to provide marketing direction in a very competitive environment.
ACCESSION #
9602262435

 

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