The Science of Demand

Almquist, Eric; Kon, Martin; Bock, Wolfgang
March 2004
Marketing Management;Mar/Apr2004, Vol. 13 Issue 2, p20
Companies trip up when they try to estimate customer demand through weak market research, extrapolation from the past, or plain instinct. Because of this, most new products fail and most high-volume marketing campaigns generate slim returns. Fortunately, the science of discrete choice modeling is a powerful antidote to ignorance. It allows companies to estimate demand and know exactly how and why customers will make decisions, minimizing the business risk and positioning the product for success. INSETS: EXECUTIVE briefing;When and How to use Discrete Choice Analysis.


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