Deriving a Shortlist of Brand Names: A Comparison of Measures Based on Censored Preference Data

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Lowe, Benjamin
Winzar, Hume
Year published
2005
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The task of deriving a shortlist from a large set of potential brand names for a new product has been rarely discussed in the literature. We reject popular ratings-based methods as unreliable and ask respondents to give us their "top five". Three alternative methods of analysing these data are compared. Each involves different levels of complexity of computation and each makes different assumptions about the scale properties of the data. We learn that the simplest method works as well as the more sophisticated method, even though it makes assumptions that severely violate the data properties.The task of deriving a shortlist from a large set of potential brand names for a new product has been rarely discussed in the literature. We reject popular ratings-based methods as unreliable and ask respondents to give us their "top five". Three alternative methods of analysing these data are compared. Each involves different levels of complexity of computation and each makes different assumptions about the scale properties of the data. We learn that the simplest method works as well as the more sophisticated method, even though it makes assumptions that severely violate the data properties.
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ANZMAC 2005 Conference
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© The Author(s) 2005. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).