Choice Modelling Versus Traditional Quantitative Market Research
Choice Experiments may be used in nearly every case where a hard estimate of current and future human preferences needs to be determined.
Many other market research techniques attempt to use ratings and ranking scales to elicit preference information.
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—Marshall McLuhan (1911–1980)
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“The windy springs and the blazing summers, one after another, had enriched and mellowed that flat tableland; all the human effort that had gone into it was coming back in long, sweeping lines of fertility. The changes seemed beautiful and harmonious to me; it was like watching the growth of a great man or of a great idea. I recognized every tree and sandbank and rugged draw. I found that I remembered the conformation of the land as one remembers the modelling of human faces.”
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“What Mrs. Thatcher did for women was to demonstrate that if a woman had enough desire she could do what she wanted, do anything a man could do.... Mrs. Thatcher did not have one traditional feminine cell in her body.”
—Julie Burchill (b. 1960)
“Today the tyrant rules not by club or fist, but, disguised as a market researcher, he shepherds his flocks in the ways of utility and comfort.”
—Marshall McLuhan (1911–1980)
“If politics is the art of the possible, research is surely the art of the soluble. Both are immensely practical-minded affairs.”
—Peter B. Medawar (1915–1987)