This study illustrates an adaptive Bayesian framework for examining co
nsumers' perceptions of the services of banking institutions in a targ
et market. The approach uses multiple-measures data to estimate the si
gnificant determinants of consumers' preferences for competing banks i
n the market. This is accomplished essentially by incorporating prior
structural information into analyses, information that Is used to obta
in a stabilized version of the observed predictor-criterion covariance
matrix. Bayesian structural regression estimates are shown to provide
a banking institution with reliable information for use in positionin
g itself in its financial marketplace. The paper also provides a numbe
r of implications for the use of the methodology in practical marketin
g response applications.