Free Web Seminar - Stated "Versus" Derived Importance: A False Dichotomy

Date/Time: Thu, Jan 14, 2010 2:00 PM - 3:00 PM EST
Register: https://www1.gotomeeting.com/register/542471264
Mention priority code MWS0028BLOG

Stated or Derived?

It's a perennial question among applied marketing researchers who typically consider stated and derived importance methods as alternative ways of measuring the same construct.

But is this a correct assumption?

Find out by joining Keith Chrzan, Vice President, Marketing Sciences, Maritz Research for this informative IIR Webinar. Chrzan -- one of the marketing research industry's leading experts -- will explore the two methods in greater detail and reveal how they, in fact, measure different things. Most of the criticisms directed at both methods apply only if they are done poorly, and in this presentation, Chrzan will distinguish better from worse ways of doing both stated and derived importance. He will also provide examples of importance measurement gone wrong and show how such error can cost companies millions. Additionally, the Webinar will reveal that the two methods have about equal validity when done properly.

What you'll learn:

- Stated and derived importance measure different things
- If one method is better than the other
- As commonly done (90+% of applications) both methods are fraught with problems
- Both methods can be improved substantially using better measures and models
- Both methods have about equivalent validity when done properly