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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“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)
“I think there is choice possible at any moment to us, as long as we live. But there is no sacrifice. There is a choice, and the rest falls away. Second choice does not exist. Beware of those who talk about sacrifice.”
—Muriel Rukeyser (1913–1980)
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—Willa Cather (1873–1947)
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—Faye J. Crosby (20th century)
“the old palaces, the wallets of the tourists,
the Common Market or the smart cafés,
the boulevards in the graceful evening,
the cliff-hangers, the scientists,
and the little shops raising their prices
mean nothing to me.”
—Anne Sexton (1928–1974)
“It is a good morning exercise for a research scientist to discard a pet hypothesis every day before breakfast. It keeps him young.”
—Konrad Lorenz (1903–1989)