Question
1. Describe the difference between two decision rules in conjoint analysis, First Choice vs. Share of Preference. Elaborate on the way a customer make a
1. Describe the difference between two decision rules in conjoint analysis, First Choice vs. Share of Preference. Elaborate on the way a customer make a choice [5 points]
2. Identify two conditions in which you should consider using the First Choice Rule? [5 points]
3. Identify two conditions in which you should consider using the Share of Preference Rule? [5 points]
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Advertising Promotion And Other Aspects Of Integrated Marketing Communications
Authors: Terence Shimp, Craig Andrews
9th Edition
978-1111580216, 1111580219
