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dc.contributor.convenorProfessor Geoff Soutar and Professor Jill Sweeney
dc.contributor.authorLowe, Benjamin
dc.contributor.authorWinzar, Hume
dc.contributor.editorANZMAC 2005
dc.date.accessioned2018-03-27T04:14:06Z
dc.date.available2018-03-27T04:14:06Z
dc.date.issued2005
dc.date.modified2007-03-21T21:21:59Z
dc.identifier.refurihttp://anzmac2005.conf.uwa.edu.au/Program&Papers/program.html
dc.identifier.urihttp://hdl.handle.net/10072/2864
dc.description.abstractThe 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.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherThe University of Western Australia
dc.publisher.placePerth, WA
dc.publisher.urihttps://anzmac.wildapricot.org/
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofconferencenameANZMAC 2005: Broadening the Boundaries
dc.relation.ispartofconferencetitleANZMAC 2005 Conference
dc.relation.ispartofdatefrom2005-12-05
dc.relation.ispartofdateto2005-12-07
dc.relation.ispartoflocationFremantle, WA
dc.rights.retentionY
dc.subject.fieldofresearchcode350204
dc.titleDeriving a Shortlist of Brand Names: A Comparison of Measures Based on Censored Preference Data
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
dc.description.versionVersion of Record (VoR)
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© 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).
gro.date.issued2005
gro.hasfulltextFull Text
gro.griffith.authorWinzar, Hume F.
gro.griffith.authorLowe, Benjamin


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