A Consumer-Based Methodology for the Identification of New Product Ideas
A Consumer-Based Methodology for the Identification of New Product Ideas
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DOI：
10.1287/mnsc.20.6.921
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发表时间：
1974-02
影响因子：
5.4
通讯作者：
Allan D. Shocker;V. Srinivasan
中科院分区：
文献类型：
--
作者：
Allan D. Shocker;V. Srinivasan
本文提出了一种程序，该程序通过分析将预测用户在产品市场中购买不同“品牌”的倾向的模型与识别最佳新产品创意的搜索过程联系起来。品牌被概念化为属性束，位于预先指定的属性空间中。使用作者的用于偏好多维分析的 LINMAP 程序 LINear 编程技术，对从用户群体中抽取的代表性样本中的每个人的痛苦偏好判断进行分析，以确定他的理想点和空间属性的显着性权重。为每个用户假设一个选择距离模型，并用于预测他选择不存在的产品的概率。为每个用户开发的模型与搜索产品空间以找到新产品的“最佳”位置的方法相关联。根据相关概念和实证研究对所提出的程序进行了讨论和评估。本文最后讨论了 LINMAP 行为框架在其他营销决策领域的其他应用。
This paper suggests a procedure which analytically ties a model to predict users' predispositions to purchase different “brands” in a product-market together with a search process to identify optimal new product ideas. Brands, conceptualized as attribute bundles, are located in a prespecified attribute space. The painwise preference judgments of each individual in a representative sample drawn from the population of users are analyzed using the authors' LINMAP procedure LINear programming techniques for Multidimensional Analysis of Preferences to determine his ideal point and salience weights for the attributes of the space. A distance model of choice is postulated for each user and used to predict his probability of choosing nonexisting products. The models developed for each user are tied to methods for searching the product space to find “best” locations for new products. The proposed procedures are discussed and evaluated in the light of relevant conceptual and empirical research. The paper concludes with a discussion of additional applications of the behavioral framework of LINMAP to other marketing decision areas.