Leveraging Trends in Online Searches for Product Features in Market Response Modeling
Abstract
Evolving tastes can change the relative importance of product features in shaping consumers' purchase decisions, which in turn can shift the relative attractiveness of products with different feature levels. The challenge lies in finding a reliable yet cost-effective way to monitor the weights consumers place on various product features. In the context of the U.S. automotive market, the authors explore the potential of using trends in online...
Paper Details
Title
Leveraging Trends in Online Searches for Product Features in Market Response Modeling
Published Date
Jan 1, 2015
Journal
Volume
79
Issue
1
Pages
29 - 43
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