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Full Description
How do customers decide what products and brands to buy? With the rise of sophisticated advertising and marketing research methods in this century, business leaders have spent billions of dollars attempting to answer this perplexing question. Occasionally, analysts emerge with suggestive trends, but ultimately with little hard evidence to support any definitive "laws" of customer choice. Now, in this much-anticipated major work, Eric Marder reveals how universal patterns in survey responses lead not only to general principles in marketing but to empirically verifiable laws of human nature itself. Drawing on forty years of applying his pioneering experimental design techniques to marketing research surveys, Marder presents a global theory of choice behavior, supported by original data reported here for the first time from thousands of massive real-life experiments based on millions of interviews. His dramatic findings about pricing, optimal marketing tactics, product evaluation, the relative role of product and image, and advertising effectiveness will make this book required reading for the entire marketing community. Of special interest to social scientists and survey research practitioners will be Marder's powerful research designs and techniques, including the unbounded write-in scale for measuring desirability (attitude) and his methodological analyses of the relationships among beliefs (perceptions), desires, choice, and behavior. In the Preface, he writes: "At the core of the theory are three laws of choice behavior the Law of Congruence, the Law of Primacy, and the Law of Persistence. These laws are both general and self-evident. At first glance, they are so self-evident that you might say: 'I have known this all along.' My reply is: 'Of course you have known it all along. But there is a difference between knowing and knowing, between the passive knowing that allows us to persist in actions that are inconsistent with what we know, and the active knowing that helps us change the way we do things.' I believe that knowing the laws of choice behavior-really knowing them -- changes the way we do things. My crass but stringent criterion has been that a good theory should enable someone equipped with it to make more money than someone who isn't. I believe my theory has passed this test."
Contents
CONTENTSPrefaceAcknowledgmentsTo the ReaderPART I: THE FOUNDATIONSChapter 1: MARKETING AND CHOICEA Personal NoteNomenclatureDesires and BeliefsThe Primary TopicsAccessibilityThe Choice ProcessMarketing StrategyThe Eight Tools of MarketingChapter 2: DEFINING CHOICE RESEARCHAnalysisInterface with the MarketerConstructing QuestionsThe LawPART II: INTEGRATED OFFERSChapter 5: MEASURING CHOICEThe Measuring InstrumentSTEP Share and Market ShareAggregate and Individual DataIndividual STEP Scores and BuyingChapter 6: PRICE TESTINGSome Specific StudiesThe STEP DatabaseThe Price-Demand RelationshipChapter 7: CONCEPT TESTINGDurablesConsumablesLine Extensions and CannibalizationChapter 8: PRODUCT TESTINGThe Product Testing GridBlind and Identified TestsChapter 9: PAIRED COMPARISONSTheoretical ConsiderationsAn ExperimentThe Antecedent EffectChapter 10: DESERVED SHAREProduct-STEPUncouplingThe Case for Blind versus Identified TestsTwo ExperimentsProduct DifferencesWhat's in a NameChapter 11: WHAT STEP MEASURESChapter 12: BEYOND PRODUCT CATEGORY BOUNDARIESVEST for DurablesVEST for ConsumablesVEST-STEPBeliefsDesirabilityAn Interjection About "Improving" BrandsThe Numeric ScaleThe Unbounded Write-In ScaleBrand ChoiceDirect RankDesirability and ChoiceThe Tie MatrixDesirability-Rank and ChoiceProduct Category DifferentiationPART IV: SYNTHESIZED OFFERSThe Strategy Planning ProgramThe Diagnostic ProblemA New Look at An Old ProblemTopics and AttributesparDesires and BeliefsAn Illustrative Three-Person MarketThe SUMM What-If GameChapter 17: CONSTRUCTING THE MAPLevels of GeneralitySequence AnalysisThe Attribute-Definition PretestThe Primary TopicsThe Top-Attribute MethodThe Meaning of Topic WeightsThe Multiple-Attribute MethodThe Integrated MethodThe Absolute MethodChapter 19: DYNAMIC ASSESSMENTSThe Pricing StudyThe Spectrum StudyThe Fully-Modeled ComparisonConclusions About the Integrated and Absolute MethodsVariants of SUMMTie-SUMMThe Tie IntervalEmpirical Consequences of Tie ScoringChapter 21: BRAND POSITIONINGPositioning a New BrandRepositioning an Established BrandCustomer SatisfactionPART V: MESSAGE DELIVERYChapter 22: MEASURING ADVERTISINGChapter 23: MEASURING PRINT ADSThe POST ProgramThe EnvironmentThe Effect of a Single AdA Factorial DesignNegative EffectsColor versus Black and WhiteAd-STEPThe Universal AdChapter 24: MEASURING TELEVISION COMMERCIALSConscious PersuasionTV-STEPThe Criss-Cross DesignChapter 25: MEASURING TELEVISION CAMPAIGNSDefining the ProblemThe Ad-Weight DesignSome Case HistoriesThe Cumulative ResultsImplicationsThe Generic Advertising-Response CurveAdvertising-Response Curves With DipsFlightingNonadvertising PeriodsDecay and PersistenceChapter 27: BUDGET ALLOCATION ACROSS BRANDSSUMMING UPThe ProblemsThe Core VariablesThe PrinciplesThe LawsA Closing CommentAPPENDIXA: Computation of VEST PenetrationB: The Variance and Sensitivity of STEP and First-Choice ShareC: The Tie-Share Vector and the Frequency VectorD: Implications of the STEP-SUMM SlopeE: The Sensitivity of the Integrated and Absolute MethodsF: Variants of SUMMG: Competitive Frame ReductionH: Share and Countershare PartitionI: The Television Version of the Universal AdJ: The Contaminated Criss-Cross TestsK: The Collection and Analysis of Ad-Weight DataIndex
