Analysis of the potential payoffs from a proposed research project, during a time of tight budgetary constraints, proved helpful in obtaining the required funds and improved the quality of the research itself.
Get full access to this article
View all access options for this article.
References
1.
FiedlerJohn A.“Condominium Design and Pricing: A Case Study in Consumer Trade-Off Analysis,”Proceedings, Third Annual Conference of Association of Consumer Research, 1972, 279–93.
2.
GreenPaul E., and DevitaMichael T.“A Complementary Model of Consumer Utility for Item Collections,”Journal of Consumer Research, 1(December 1974), 56–67.
3.
GreenPaul E., and WindYoram. Multiattribute Decisions in Marketing: A Measurement Approach.Hinsdale, Illinois: The Dryden Press, 1973.
4.
GreenPaul E., and WindYoram. “New Ways to Measure Consumers’ Judgments,”Harvard Business Review, (July–August 1975), 107–17.
5.
JohnsonRichard M.“Trade-Off Analysis of Consumer Values,”Journal of Marketing Research, 11(May 1974), 121–7.
6.
JonesD. Frank. “A Survey Technique to Measure Demand Under Various Pricing Strategies,”Journal of Marketing, 39(July 1975), 75–7.
7.
KotlerPhilip. Marketing Management: Analysis, Planning and Control, Third Edition. Englewood Cliffs, New Jersey: Prentice-Hall, Inc.1976, 158–80.
