Non-Simultaneous Relative Importance-Performance Analysis:

Abstract

This paper assesses the efficacy of importance-performance analysis with only “own” brand performance data. A unique meta-study of 80 college choice surveys involving 55, 276 respondents was conducted. Even though the “own” brand performance data were gathered with a relative rating scale, the results indicate that the average brand was viewed as being above average on all determinant buying factors. This finding illustrates the need for competitive benchmarks to assess fully “own” brand performance. The implications of these and other findings for the conduct of importance-performance analyses are assessed.