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At this point in time, there is no generally accepted methodology
for explaining and predicting human behavior given a product choice
situation. This is true despite the critical importance of such
meth odology to marketing, transportation and urban planning. While
the social sciences provide numerous theories to be tested and the
mathe matical and statistical procedures exist in general to do so,
at this point, no single unified theory has emerged. It is
generally accepted that to explain product choice behav ior,
products must be described in terms of attributes. Using anyone of
a number of procedures, it is possible to obtain measurements on
the attributes of the products under consideration. However, there
is no generally accepted methodology. Given the attribute profiles
of two products, in order to explain and predict preference, it is
necessary to determine the relative importance of each of the
product attributes. Once again, there is no generally accepted
methodology. There are two basic approaches: The first, called the
attitudinal approach, obtains importance measure ments directly
from respondents using one of many scaling techniques; the second,
termed the inferential method endeavors to infer impor tances from
product preference and attribute data. Since it is gen erally felt
that respondents are unwilling and/or unable to provide meaningful
importance measurements, the inferential method is most widely
accepted."
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