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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—Marian Wright Edelman (20th century)
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“... research is never completed ... Around the corner lurks another possibility of interview, another book to read, a courthouse to explore, a document to verify.”
—Catherine Drinker Bowen (1897–1973)