A New Approach for Capturing and Potraying the Competitive Structure of a Market: An Application To The Bush-Kerry-Nader Presidential Contest
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Richard R. Batsell
This short note introduces a new methodology for capturing and portraying the competitive structure of a market. Using the current Presidential contest as the context, the methodology first describes a simple and efficient data collection approach that generates the data necessary for applying Tversky’s Elimination-By-Aspects Model (1972a, 1972b) at the market level. Then, relying on recently published mathematical results (Batsell, Polking, Cramer, and Miller, 2003) the method shows the complete decomposition of the competitive structure of a market based on the elimination model. Also introduced is a new way to graphically portray the competitive structure of a market in the form of a choice-based perceptual map, which has several desirable properties.
©2011 Walter de Gruyter GmbH & Co. KG, Berlin/Boston
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Articles in the same Issue
- Article
- Assessing Heterogeneity in Discrete Choice Models Using a Dirichlet Process Prior
- Durable Good, Extended Warranty and Channel Coordination
- The Relationship between Market Share and Information in a High-Tech Industry
- Product Entry Timing in Dual Distribution Channels: The Case of the Movie Industry
- Holding Company Cost Economies in the Global Advertising and Marketing Services Business
- Buyer Shopping Costs and Retail Pricing: An Indirect Empirical Test
- A New Approach for Capturing and Potraying the Competitive Structure of a Market: An Application To The Bush-Kerry-Nader Presidential Contest
- Long-term Profit Impact Of Integrated Marketing Communications Program
