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  • Author or Editor: T. Christopher Borek x
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T. Christopher Borek and Anjali Oza

Feature valuation is an important element of the marketing analytics toolkit and one of the primary motivations behind the popularity of conjoint analysis. We call attention to an important deficiency in current, consumer-centric, approaches. Surveys used for feature valuation need to include a reasonable competitive set. We demonstrate that equilibrium calculations are both necessary and feasible.