Click on the PDF link for the complete article.
This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1972, the authors discuss how product and service benefit analysis can assist in market segmentation. Specifically it covers the question of quantifying benefit importance, and introduces the concept of benefit bundle analysis (as an extension to conjoint and other trade-off utility models).
- © Copyright Advertising Research Foundation 2000