Problems with Derived Importance Measures in Brand Strategy and Customer Satisfaction Studies

Authors

  •   Kevin J. Clancy Chairman, Copernicus Marketing Consulting and Research, Boston, MA 02116
  •   Paul D. Berger Professor of Marketing and Director of the Master of Science in Marketing Analytics (MSMA) Program, Bentley University, Waltham, MA 02452
  •   Peter Krieg President and CEO, Copernicus Marketing Consulting and Research, Boston, MA 02116

DOI:

https://doi.org/10.17010/ijom/2013/v43/i1/34037

Keywords:

Derived Importance, Product Strategy, Brand Strategy, Customer-Satisfaction Studies, Attribute/Benefit Analysis.

Abstract

For many years, marketers have studied the determinants of brand choice for products and services. The most common approach has been to ask respondents to "self-report" the importance of many product/service attributes and benefits in a product-category. It later became clear that in many cases, what respondents said was important was not reflected in their brand choices. To help them overcome this weakness, an indirect measurement approach, called Derived- Importance, became a popular way to assess the influence of attributes/benefits on brand-choice or customer-satisfaction. Many of the "statistics" purporting to measure derived-importance have serious problems; these problems are discussed in this paper.

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Published

2013-01-22

How to Cite

Clancy, K. J., Berger, P. D., & Krieg, P. (2013). Problems with Derived Importance Measures in Brand Strategy and Customer Satisfaction Studies. Indian Journal of Marketing, 43(1), 5–13. https://doi.org/10.17010/ijom/2013/v43/i1/34037

Issue

Volume 43, Issue 1, January 2013

Section

Articles
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Europe PMC

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