Abstract:
The authors have developed a new set of 'mega' databases using conjoint analysis. The databases help delineate the customer mind and provide practical guidance for marketers, product developers, and advertising agencies. Each 'mega' database comprises approximately 30 related conjoint studies in a general area (e.g., buying situations, insurance, beverages, good-for-you foods, craved foods, the not-for-profit 'giving' experience, etc.). This paper deals with a single 'mega' study, Buy It!, created and executed with more than 3,500 respondents to understand the shopping experience. The Buy It! Database study comprises a cross-sectional and tracking system that reveals what specific features about the shopping situation and what communications drive customer interest. Meta-analyses within the database of 30 related studies reveal newly emerging trends, and areas of opportunity. This paper shares the results of the Buy It! Database, from method to analysis to specific results to newly identified segments.
Research Papers
The shopper's mind
Catalogue: ESOMAR Conference on Retailing/Category Management 2003
Authors: Hollis Ashman, Howard R. Moskowitz, Samuel Rabino, Dorothy Minkus- McKenna
 
October 26, 2003
Research Papers
Integrating high-level (expanded conjoint) research to a portal company
Catalogue: ESOMAR Congress 2000: The Impact Of Networking
Authors: Howard R. Moskowitz, Ruth Fehr, Alex Gofman, Jordan Stanley, Scott Noble
Company: Moskowitz Jacobs Inc.
September 1, 2000
Research Papers
The calculus of consumer privacy
Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Barbara Itty, Jeffrey Ewald, Jacqueline Beckley, Howard R. Moskowitz
 
September 19, 2004
