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Applying choice based conjoint measurement to forcast demand for a new restaurant category

Carter, Richard, Dubelaar, Chris and Wiley, James B. 2001, Applying choice based conjoint measurement to forcast demand for a new restaurant category, Journal of food products marketing, vol. 6, no. 3, pp. 63-78, doi: 10.1300/J038v06n03_05.

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Title Applying choice based conjoint measurement to forcast demand for a new restaurant category
Author(s) Carter, Richard
Dubelaar, Chris
Wiley, James B.
Journal name Journal of food products marketing
Volume number 6
Issue number 3
Start page 63
End page 78
Total pages 16
Publisher Taylor and Francis
Place of publication London, Eng.
Publication date 2001
ISSN 1045-4446
1540-4102
Keyword(s) Conjoint
restaurants
forecasting
Summary This paper examines the use of Choice Based Conjointexperimentation for forecasting demand for a new restaurant category.The results of the forecasting experiment are compared to demand forexisting restaurant categories to determine whether the choice experimentreplicates actual category shares in the sampled region. The analysisshows that Choice Based Conjoint experiments are able to predictcategory shares for existing restaurant categories. It is then shown howthe approach may be used to estimate demand for a new category.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
DOI 10.1300/J038v06n03_05
Field of Research 150504 Marketing Measurement
Socio Economic Objective 970115 Expanding Knowledge in Commerce
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2000, The Haworth Press
Persistent URL http://hdl.handle.net/10536/DRO/DU:30073874

Document type: Journal Article
Collection: Department of Marketing
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