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| Topic: |
Business
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| Number of pages / Number of words: |
12 / 3127 |
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As a practical matter, such variation could be important for marketing decisions. For example, an automotive manufacturer may have multiple dealers (the subunit). A marketing manager would want to know if all dealers should focus on the same aspects of satisfaction or whether the customers of one dealer may have different priorities than another...
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If there is variation in the utilities across subunits, can the variation be explained by, for example, the geographic location of the dealership? A second example is a national retailer with multiple stores (the subunit). It would not be surprising for consumers in densely populated urban areas to place a high utility on dimensions such as location and convenience, whereas these same dimensions might be less important in sparsely populated rural areas...
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