Discrete choice surveys by telephone |
| |
Authors: | W Steven Perkins Jacqueline Roundy |
| |
Institution: | (1) the Pennsylvania State University, USA |
| |
Abstract: | In two consumer studies, discrete choice surveys were administered both by telephone and by traditional pencil and paper methods.
Study participants responded to discrete choice surveys concerning pizza restaurants in the first study and fast food restaurants
in the second. Neither aggregate level estimated utilities for the pizza restaurants, nor market shares for the fast food
restaurants differed by method of administration. The results indicate that discrete choice surveys can be successfully administered
by telephone.
He received his Ph.D. in marketing from the University of Texas at Dallas. Dr. Perkins is interested in marketing research
methodology and in the use of marketing research information in managerial decision making.
Dr. Perkins has published articles in theJournal of Marketing Research andPsychometrika. He is a member of the American Marketing Association, the Marketing Research Association, and the TIMS College of Marketing.
Jacqueline Roundy recently completed the M.S. degree in marketing from the Pennsylvania State University. In addition she holds an M.B.A. from
the University of Utah. She is currently working in Europe. |
| |
Keywords: | |
本文献已被 SpringerLink 等数据库收录! |
|