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Volume 14, Issue 4-5
1 April 1991
This article was originally published in
Management Research News
Management Research News Cover Image for Volume 14, Issue 4-5
Review Article| April 01 1991

Understanding consumer choice: a new approach?

Len Marchant;
Len Marchant
MARCOS (Market Competition Studies) Ltd
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Peter Hutchinson
Peter Hutchinson
Oxford Polytechnic
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-6135
Print ISSN: 0140-9174
© MCB UP Limited
1991
Management Research News (1991) 14 (4-5): 8–11.
https://doi.org/10.1108/eb028129

To give objective guidance the market researcher needs a clear and valid conceptual model of consumer choice, a compatible quantifiable model, accurate meaningful measures and relevance to the real world.

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© MCB UP Limited
1991
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