The insidious top-box and its effects on measuring line share

Many commonly used research tools, including top-box questioning, TURF analyses, and volumetric studies that employ add-on questions about "originality" or "substitutability" to estimate cannibalization often lead marketers down the wrong path. This paper explains why these methods fail and presents a much stronger alternative.

Quirk's Marketing Research Review, August, 2008

The “Rule and Merit” Method: An alternative to tests of statistical significance

Although tests of statistical significance have been the subject of much criticism, they continue to be a major tool in the analysis and presentation of experimental findings. This article presents a probability problem to demonstrate a basic inconsistency in the way statistical significance tests are used when deciding among actions, and proposes a simple alternative method for dealing with the uncertainty inherent in the outcome of experiments.

Canadian Journal of Marketing Research, Volume 19, 2000

The Assumptions of Choice Modelling: Conjoint Analysis and SUMM

Conjoint analysis is based on the assumption that the values of product characteristics to customers cannot be measured directly and must be inferred from overall ratings of integrated offers; SUMM (Single Unit Marketing Model) is based on the opposite assumption. These assumptions are examined in the light of logical consistency and available empirical evidence.

Canadian Journal of Marketing Research, Volume 18, 1999

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