Market Analysis via Judgemental Modelling: An Application in the UK Chemical Industry

Abstract

Provides an example of the use of judgemental modelling, or multicriteria decision making, as a tool for market analysis. Based on a recent study in a segment of the chemical industry within the United Kingdom, shows how the approach can be used to provide information on both the importance of attributes and the scores of competing suppliers on the same attribute set. Suggests that the approach enables a comprehensive analysis of the positioning of the various suppliers to be undertaken, and provides insights that can be developed into detailed marketing strategies.

Citation

Naudé, P., Lockett, G. and Gisbourne, S. (1993), "Market Analysis via Judgemental Modelling: An Application in the UK Chemical Industry", European Journal of Marketing, Vol. 27 No. 3, pp. 5-22. https://doi.org/10.1108/03090569310026592