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Essay text:
The researchers' goal is to develop new methods or modify old methods of measuring consumer preferences.
The article elaborates further on the reasons why it is difficult to measuring consumer preferences for RNPs. Consumers must know what is the product, what benefits it provides, and how using it personally will benefit them. Information given during the measurement exercise may be lacking which means that participants will be unable to provide reliable responses. However, the researchers cannot give participants too much information. Data cannot be used for comparisons if the participants are given more data than what will be available in the marketplace...
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