Accession Number : AD0617921

Title :   METHODOLOGY OF PREFERENCE MEASUREMENT. PREDICTION OF CONSUMER CHOICE.

Descriptive Note : Progress rept. for 1 Jun-31 Jul 56,

Corporate Author : CHICAGO UNIV ILL PSYCHOMETRIC LAB

Personal Author(s) : Jones,Lyle V.

Report Date : 31 JUL 1956

Pagination or Media Count : 9

Abstract : A model is presented for predicting the proportion of consumers who purchase each of three competing objects differing in price. The model is applied to predict proportions of consumers purchasing each of three luncheon entrees on several criterion days. Preference parameters are estimated from responses to a food preference schedule by a least squares method of successive intervals; an iterative solution is utilized for estimating the utility of each price level. Results indicate that the model is tenable, and suggest a non-monotonic relationship between utility of price and monetary price level within the range of prices investigated. (Author)

Descriptors :   (*DECISION MAKING, PSYCHOLOGICAL TESTS), MATHEMATICAL PREDICTION, MATHEMATICAL MODELS, FOOD, LEAST SQUARES METHOD, ITERATIONS, COSTS, PUBLIC OPINION

Distribution Statement : APPROVED FOR PUBLIC RELEASE