| Abstract: | This study illustrates an adaptive Bayesian framework for examining consumers' perceptions of the services of banking institutions in a target market. The approach uses multiple-measures data to estimate the significant determinants of consumers' preferences for competing banks in the market. This is accomplished essentially by incorporating prior structural information into analyses, information that is used to obtain a stabilized version of the observed predictor-criterion covariance matrix. Bayesian structural regression estimates are shown to provide a banking institution with reliable information for use in positioning itself in its financial marketplace. The paper also provides a number of implications for the use of the methodology practical marketing response applications. |
