Patent ID: 8255267

Claim:
A non-transitory, computer-readable storage medium comprising instructions executable by one or more data processing entities, the storage medium comprising: instructions to present to each of the one or more participants a plurality of evaluation items, where a first sequential set of the plurality of evaluation items illustrates a first marketing option, a second sequential set of the plurality of evaluation items illustrates a second marketing option that is different from the first marketing option, and the first and second sets are non-overlapping; instructions to obtain response data from each of the one or more participants where the response data is indicative of at least an approach toward each of the plurality of evaluation items by the one or more participants; instructions to compute relative approach probabilities for the plurality of evaluation items based on the obtained response data; instructions to generate for each of the one or more participants a single approach entropy value for the first marketing option, and a single approach entropy value for the second marketing option, where the approach entropy values are generated by applying a sum function to the computed relative approach probabilities; instructions to store the generated approach entropy values in a memory; and instructions to determine for the one or more participants a relative preference order between the first and second marketing options based on the generated approach entropy values for the first and second marketing options.