Journal
INTERNATIONAL JOURNAL OF MARKET RESEARCH
Volume 45, Issue 1, Pages 55-71Publisher
SAGE PUBLICATIONS LTD
DOI: 10.1177/147078530304500101
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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.
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