DIY: consumer-driven research

Article Abstract:

The proposition that consumer responses contain inaccuracies and that the use of traditional moderated groups in obtaining such results is an outdated practice is analyzed. Consumer-driven, do-it-yourself groups in the information technology and financial service sectors were organized and, without a moderator, were given clear instructions regarding their tasks. The results indicate that unmoderated groups perform well in mature, sophisticated, post-modernist settings where individuals are willing and experienced in challenging the status quo.

Do-it-yourself work, Do it yourself work, Motivation research (Marketing)

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A flexible model for consumer choice in packaged goods markets

Article Abstract:

A study was conducted on the heteroscedastic extreme value model for consumer choice in packaged goods markets as applied to a panel dataset. The findings indicate that this model provides a concise and operational formulation of choice process that is directly connected to the individual optimizing decisions in the market. Moreover, a flexible stochastic structure gives the model the ability to permit richer patterns of substitution.

Brand choice

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An integrated model of category demand and brand choice

Article Abstract:

A study was conducted to characterize a two-stage framework of brand choice and category demand. The two-stage model was based on utility theory and supported a couple of interrelated factors affecting consumer decisions. A probabilistic description of the framework was also determined. Results indicated an explicit connection between brand choice and category demand correlated with a combined specification of purchase behavior.

Market Research, Product management

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