"The system that Eric Marder has devised may not be comparable to the invention of the telescope, but, in my view, that kind of analogy would be appropriate… His work — thoughts and data — should have major consequences on the thinking and implementation of advertising and market research. It challenges much conventional wisdom and should lead to concepts not yet possible to imagine."

Stu Tolley, Journal of Advertising Research, March, April 2001

"The Laws of Choice [Eric Marder’s book on the firms theory and methods] constitute what Deming has called "profound knowledge". Applying them to market research can yield truthful answers 100% of the time. That means that the Laws of Choice can yield fundamental principles giving accurate answers to practical marketing problems."

Peter deH. Caldwell, Journal of Consumer Marketing, Vol 16 No 2 1999

"…customer preferences combine in a wide variety of idiosyncratic combinations, whereas most research techniques force-fit the data… [by averaging customer responses] they submerge individual differences and create a homogenized result. Clever analysts will at least look at bi-modal or multi-modal patterns…but the importance of overcoming the tyranny or averages is great enough that the effort [learning about Marder’s theory and methods] may well be worth it, and give those who can use the techniques a significant advantage over their rivals."

Scott MacStravic, Strategic Health Care Marketing, January 1998

"…offers a new perspective on consumer choice that is theoretically sound and empirically supported….[It brings us] back to the fundamental question: What are we really trying to accomplish and measure?"

James Agarwal, Collin Carbno, Journal of Marketing Research, November 1998

"Choice modeling studies often are used to identify which of several product or service options a company should market. Thus, the ability of a method to predict the winner (“the right horse to ride”) is important. In each of the four studies, the product predicted to perform better did, in fact, perform better.

In three of the four studies the actual sales ratio falls within the 95% confidence interval for the ratio of choice [modeled] shares.

The results of such comparisons on four self-explicated choice modeling studies conducted at Hewlett-Packard indicate that the models have substantial predictive validity."

Peter deMaCarty and V. Srinivasan (Ernest C. Arbuckle professor of marketing and management science at Stanford University’s Graduate School of Business), Marketing Research, Spring 2000