Multi-Attribute Approaches for Product Concept Evaluation and Generation: A Critical Review

Multi-attribute research in marketing seeks an understanding of the structure of customer decisions with respect to the market offerings of a firm and its competitors. Through such understanding the firm seeks to evaluate and/or design its offerings for greater customer satisfaction and profitability. Recent applications of such research to new product evaluation and concept generation are reviewed and critiqued, relevant methodologies contrasted, and the import of this research thrust for management is assessed.