Handbook of Marketing Analytics
Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
Chapter 34: Consumer surveys in trademark infringement litigation: FIJI vs. VITI case study
T. Christopher Borek and Anjali Oza
Abstract
Feature valuation is an important element of the marketing analytics toolkit and one of the primary motivations behind the popularity of conjoint analysis. We call attention to an important deficiency in current, consumer-centric, approaches. Surveys used for feature valuation need to include a reasonable competitive set. We demonstrate that equilibrium calculations are both necessary and feasible.
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