Attribute Importance Analysis is a methodological framework in consumer preference testing that identifies and quantifies the relative influence of product or service attributes on consumer decision-making by distinguishing core drivers of preference from peripheral factors.
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Importance-Performance Analysis
John A. Martilla, John James · Journal of Marketing · 1977 · 3.5K citations
Importance-Performance Analysis
John A. Martilla, John C. James · Journal of Marketing · 1977 · 1.7K citations
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Stanford, United States
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