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Posted by Sherman Whipple on February 10, 2000 at 13:42:58:
In Reply to: Conversion Model vs. Brand commitment posted by ravkaps on February 10, 2000 at 13:19:21:
By coincidence, we do have a couple of resources at the WS&A site which deal with both market conversion and how the conversion model can be applied to measurement.
To learn about conversion, follow this link > Basic Concepts in Market Dynamics
Then, to get an insight on how one applies the conversion model to measurement you can download the following PDF: An Introduction to Dynamic Modeling
The important feature of this is to understand that the model is based upon the volumetric (non-linear) dynamic created by the positive and negative feedback loops of conversion and exchange so what you will get is not so much a defintitive measure, but rather the relationship of forces which reveal the projectable impact of processes in the market, over time.
In other words, it iwll not give you a "static" measurement of brand committment, but rather an indication of the magnitude or relationship.
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