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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“Come and take choice of all my library,
And so beguile thy sorrow.”
—William Shakespeare (1564–1616)
“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.”
—Willa Cather (1873–1947)
“There are two kinds of fathers in traditional households: the fathers of sons and the fathers of daughters. These two kinds of fathers sometimes co-exist in one and the same man. For instance, Daughter’s Father kisses his little girl goodnight, strokes her hair, hugs her warmly, then goes into the next room where he becomes Son’s Father, who says in a hearty voice, perhaps with a light punch on the boy’s shoulder: “Goodnight, Son, see ya in the morning.””
—Letty Cottin Pogrebin (20th century)
“To market ‘tis our destiny to go.”
—Robert Frost (1874–1963)
“Our science has become terrible, our research dangerous, our findings deadly. We physicists have to make peace with reality. Reality is not as strong as we are. We will ruin reality.”
—Friedrich Dürrenmatt (1921–1990)