The Relationship Between Relative Attributes, Relative Preferences, and Market Share: The Case of Solar Energy in Canada

Abstract

This paper presents a model of the relationship between relative attributes, relative preferences, and market share. It shows how parameters in the model may be estimated, using survey data to illustrate the estimation procedure. Use of the model and data for a new product are also discussed. The eventual market share of solar energy for residential heating in Canada is predicted using the procedures developed.