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http://hdl.handle.net/10071/5545
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Campo DC | Valor | Idioma |
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dc.contributor.author | Tavares, Susana | - |
dc.contributor.author | Cardoso, Margarida G. M. S. | - |
dc.contributor.author | Dias, José G. | - |
dc.date.accessioned | 2013-09-10T11:37:06Z | - |
dc.date.available | 2013-09-10T11:37:06Z | - |
dc.date.issued | 2010-07 | - |
dc.identifier | http://dx.doi.org/10.2501/S1470785309201430 | - |
dc.identifier.citation | Tavares, S., Cardoso, M., & Dias J. G. (2010). The heterogeneous best-worst choice method in market research. International Journal of Market Research, 52(4), 533-546. http://dx.doi.org/10.2501/S1470785309201430 | - |
dc.identifier.issn | 1470-7853 | por |
dc.identifier.uri | http://hdl.handle.net/10071/5545 | - |
dc.description | WOS:000280441000009 (Nº de Acesso Web of Science) | - |
dc.description.abstract | The article presents a market research technique for obtaining information on consumer preferences, called the heterogeneous best-worst (HBW) choice method. It accounts for preference heterogeneity, making it more accurate than the direct method (DM), and causes less information overload than other indirect methods. An example involving undergraduates picking a business school is presented to illustrate how the HBW choice method operates. It is demonstrated that the HBW and DM approaches produce very similar results, but the HBW method allows for more differentiation of extreme preferences. | por |
dc.language.iso | eng | por |
dc.publisher | The Market Research Society | por |
dc.rights | openAccess | por |
dc.title | The heterogeneous best-worst choice method in market research | por |
dc.type | article | - |
dc.pagination | 533-546 | por |
dc.publicationstatus | Publicado | por |
dc.peerreviewed | Sim | por |
dc.relation.publisherversion | The definitive version of this paper is available at: http://dx.doi.org/10.2501/S1470785309201430 | por |
dc.journal | International Journal of Market Research | por |
dc.distribution | Internacional | por |
dc.volume | 52 | por |
dc.number | 4 | por |
dc.subject.fos | Domínio/Área Científica::Ciências Sociais::Economia e Gestão | - |
Aparece nas coleções: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
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article_hdl5545.pdf | 289,56 kB | Adobe PDF | Ver/Abrir |
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