6 Conclusion

6.2. CDAP specifications and market research

The attributes deemed to be relevant in the markets modelled in this paper were identified for us by collaborating marketing professionals with particular expertise of markets for alcoholic beverages. An alternative (though much more expensive) would be to determine the relevant attributes by market research. One obvious technique would be the long-established repertory grid (Kelly, 1955; Bannister, 1970; Bannister and Fransella, 1986; Stewart and Stewart, 1981). Moreover, to get some sense of the important CDAP states, conventional market research surveys could be extended to determine the activities being undertaken at the time a branded good was used or consumed.

Artificially Intelligent Specification and Analysis of Context-Dependent Attribute Preferences - 03 NOV 97

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