| Abstract:
When one or more variables-call them causes, drivers, factors, or what
ever- affect a dependent (response) variable, it of natural interest to
understand the comparative importance of these variables upon the
response variable. A general motivation for looking at relative
importance comes from the desire to change factors effectively and
economically-- for example, what factor(s) we should attend to first
to
improve chances of consideration in the consumer decision process.
This
talk focuses on a model of customer choice behavior and presents some
pertinent notions of importance and their measures.
|