The Laws of Choice

Rating:
Summary: Must Read For New Product Measurement
Review: Mr. Marder and his company have been using this method for a number of years for some of the best know brands and it works. The concept is great although the methods can be expanded upon using advances in technology. If you are trying to find out what people think about product concepts this method provides straight-forward easy to understand direction.

Rating:
Summary: Must Read For New Product Measurement
Review: THE LAWS OF CHOICE is one of the best books on consumer behavior, marketing and marketing research that I have ever read - and I have read a lot of books on these topics. Reading this book enriched me in four ways. First, it supported and strengthed my conviction that marketing can, and should, be an applied science based on EXPERIMENTAL research. Second, it taught me several valuable research design and measurement techniques - one of which, the unbounded write-in scale, I intend to use in my own academic research. Third, it gave me a lot of marketing research data on topics such as advertising, pricing, product design, and brand positioning. For example, I learned the results of over 100 studies that collectively indicate that consumer price sensititvity is as strong for inexpensive products as it is for expensive ones. Finally, reading this book gave me a new example of intellectual achievement to admire and be inspired by. As you may have surmised by now, this is a book of substance that does not make for light reading. However, the book is not difficult to read either. The arguments and writing are very clear and should be within the ability of any reasonably intelligent and thoughtful reader to understand. In my opinion, this book should be read by anyone with a serious interest in consumer behavior or marketing.

Rating:
Summary: A must read for anyone interested in marketing
Review: THE LAWS OF CHOICE is one of the best books on consumer behavior, marketing and marketing research that I have ever read - and I have read a lot of books on these topics. Reading this book enriched me in four ways. First, it supported and strengthed my conviction that marketing can, and should, be an applied science based on EXPERIMENTAL research. Second, it taught me several valuable research design and measurement techniques - one of which, the unbounded write-in scale, I intend to use in my own academic research. Third, it gave me a lot of marketing research data on topics such as advertising, pricing, product design, and brand positioning. For example, I learned the results of over 100 studies that collectively indicate that consumer price sensititvity is as strong for inexpensive products as it is for expensive ones. Finally, reading this book gave me a new example of intellectual achievement to admire and be inspired by. As you may have surmised by now, this is a book of substance that does not make for light reading. However, the book is not difficult to read either. The arguments and writing are very clear and should be within the ability of any reasonably intelligent and thoughtful reader to understand. In my opinion, this book should be read by anyone with a serious interest in consumer behavior or marketing.

Rating:
Summary: MISLEADING TITLE.........BIG LETDOWN!!!
Review: This book was not what I expected at all, I was looking forward to hard definitive answers as to why consumers buy products. What I recieved was theory relative to doing research to find those answers. Mr. Marder lost me numerous times with his explanations of how to do the research and his graphs. I felt the book was more suited as a classroom text book, rather than for your average reading. While I respect his knowledge, work and experience as a researcher this book left me with the feeling that it was nothing more than an endorsment for the services he porvides in his business.