Handbook of Marketing Analytics
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Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Edited by Natalie Mizik and Dominique M. Hanssens

Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
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Chapter 30: Conjoint analysis in litigation

Sean Iyer

Abstract

We discuss the use of consumer surveys to evaluate consumer confusion in a trademark infringement case. Because trademark owners are often unable to provide evidence of actual confusion, consumer surveys can be used to evaluate the likelihood of consumer confusion over similarity of trademarks or products. We summarize the role surveys play in trademark infringement cases and discuss their use in a trademark infringement case involving artesian bottled water from the Republic of Fiji.

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