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 31: Conjoint analysis: applications in antitrust litigation

Michael P. Akemann, Rebbecca Reed-Arthurs and J. Douglas Zona

Abstract

This chapter describes an application of consumer surveys in the litigation context. This particular application of a survey differs from the typical use of market research conducted for new product development, consumer satisfaction studies, or the assessment of consumers’ willingness-to-pay for a good or service. We describe and explain why and how a survey can be an important means for either Plaintiffs or Defendants to present evidence on the interpretation of a claim (here, a so-called All Natural claim displayed on the packaging of Ben & Jerry’s ice cream), as well as to evaluate the role that such a claim can play in the consumer’s decision-making process.

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