Resumen de Importance-performance analysis: common misuse of a popular technique.

Josip Mikulic, Darko Prebežac, Marina Dabic

• The authors discuss the importance-performance analysis (IPA) in market research. Topics include the differences between stated and derived importance measures in IPA studies, the original IPA methodology introduced by authors John A. Martilla and John C. James in 1977, and managerial implications in IPA research.