Abstract
Several different approaches have been used to undertake Importance-Performance Analysis (IPA), aka quadrant analysis or gap analysis. This study compares methods across 15 datasets and finds that the traditional 2x2 grid approach can be misleading. Using indirect (e.g. multiple regression) methods for determining importances may also be misleading. The most valid method of performing IPA is identified, and a method for confirming its validity is provided.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
273 articles.
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