Category: Paired Comparisons
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Measuring Attribute Importance: A Comparison of 8 Scaling Techniques and When to Use Them [White Paper]
Like many other types of survey research, one of the main objectives of consumer research (and more generally, market research) is to map the human decision-making process. More specifically, it aims to understand what the most important considerations are when making a purchase so that products and services can be tailored to attract the largest…
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