1、CONFIDENTIAL Market Research Toolkit MARKETING SCIENCE CENTER September 1995 ST-ZXe247/950830SeaHR1 TABLE OF CONTENTS QualitativeFocus groups In-depth interviews Observational research QuantitativeQuick hit Basic A market research; contribution model Volume 1.791.891.992.092.192.29 Contribution Tota
2、l brand contributionSize A Current Average retail price Discrete choice creates detailed demand curves by evaluating consumer response at different prices. DISGUISED ST-ZXe247/950830SeaHR143 *Plastic *Glass Source:Nielsen; discrete choice, market research; contribution model 5.8 16.9 16.9 16.5 16.0
3、7.3 7.3 5.3 5.3 Z (glass) Y (plastic) X (glass) W (plastic) V (plastic) 0.7 13.2 12.0 Brand APrivate label Scenario #1 Scenario #1 DETAILED SWITCHING PATTERNS/SOURCE OF VOLUME INDICATE SIZE/FORM LOYALTY Share of ounces Percent X* Y 0.7 49.3% 52.3 13.9% 12.7 -0.5 - - - -1.2 - +3.5 2.3 ILLUSTRATIVE Analyzing sources of volume shifts can reveal critical information about consumer behavior. In the exa
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