Conjoint analysis in marketing: developments in stimulus representation and segmentation methods
Saved in:
| Main Author: | |
|---|---|
| Format: | Thesis Book |
| Language: | English |
| Published: |
Capelle a/d IJssel
Labyrint
1995
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| Series: | Theses on systems, organisations and management
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 257 S. Ill. |
| ISBN: | 9072591267 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Contents
1 Introduction 1
1.1 Preference structure measurement models 2
1.2 Preference structure measurement methods 4
1.2.1 The self explicated approach 5
1.2.2 The conjoint analysis approach 8
1.2.3 The hybrid approach 10
1.2.4 Evaluation of preference structure measurement methods 11
1.3 Conjoint analysis in marketing 12
1.4 Purpose and organization 14
Parti
Review of Theory and Applications
2 Theoretical Foundations 19
2.1 Axiomatic deterministic conjoint measurement 20
2.1.1 The representation problem 21
2.1.2 Scaling, uniqueness and meaningfulness 24
2.2 Numerical deterministic conjoint measurement 24
2.3 Probabilistic approaches 25
2.4 Evaluation of conjoint measurement approaches 26
3 Methodological Developments 29
3.1 Developments in data collection 30
3.1.1 Attributes and attribute levels 30
3.1.2 Data collection methods 34
3.1.2.1 The full profile method 34
3.1.2.2 The tradeoff matrix method 35
3.1.2.3 The method of paired comparisons 36
3.1.2.4 The ACA procedure 37
3.1.2.5 Evaluation of data collection methods 38
3.1.3 Construction of the stimuli 41
3.1.3.1 Stimulus set construction 42
3.1.3.2 Stimulus representation modes 45
3.1.4 Defining the dependent variable 48
3.1.5 Data collection procedures 50
3.2 Developments in data analysis 50
3.2.1 Model specification 52
3.2.1.1 Within attribute constraints 52
3.2.1.2 Across attribute constraints 55
3.2.1.3 Across subject constraints 59
3.2.1.4 Statistical effects of constraints 60
3.2.2 Estimation and scaling methods 64
3.2.3 Evaluation and testing of conjoint models 67
3.2.3.1 Measures of model fit 67
3.2.3.2 Measures of reliability and predictive accuracy 69 :
3.2.3.3 Measures of external validity 70
3.2.4 Market simulations 71
3.2.4.1 Choice models 72
3.2.4.2 Evaluation of market simulation choice models 73
3.3 Reliability and validity 74
3.3.1 Definitions and assessment 74
3.3.1.1 Definition of reliability and validity 74
3.3.1.2 Assessing reliability and validity 76
3.3.2 Empirical findings 79
3.3.2.1 Absolute reliability studies 79
3.3.2.2 Comparative reliability studies 81
3.3.2.3 Validation studies 82
3.3.3 Some additional considerations 82
3.4 Some remaining developments 83
4 Marketing Applications 85
4.1 A Purpose based classification 86
4.1.1 Segmentation purposes 86
4.1.2 Product related purposes and competitive analyses 88
4.1.3 Pricing related purposes 91
4.1.4 Promotion and distribution purposes 94
4.1.5 Miscellaneous 95
4.2 A Product type based classification 98
4.3 Conclusions 101
5 Commercial Use of Conjoint Analysis in Europe: 103
Results and Critical Reflections
5.1 Method 104
5.2 Survey results 106
5.2.1 Frequency of usage by product category 106
5.2.2 Project purpose 107
5.2.3 Data collection procedures 108
5.2.4 Data collection methods 110
5.2.5 Stimulus representation 110
5.2.6 Response scale 110
5.2.7 Variable definition 111
5.2.8 Estimation procedure 111
5.2.9 Other aspects 112
5.3 Discussion and conclusion 114
6 Issues and Limitations 119
6.1 Specific issues and limitations 119
6.2 General issues and conclusion 123
Part II
Developments in Stimulus Representation and Segmentation Methods
7 Verbal Versus Realistic Pictorial Representations 127
in Conjoint Analysis
7.1 Conceptual differences 128
7.2 Previous research 130
7.3 Hypotheses 133
7.4 Research design 135
7.5 Results 142
7.6 Conclusions and implications 150
8 Metric Conjoint Segmentation Methods: 153
A Monte Carlo Comparison
8.1 Hagerty s framework 154
8.2 Conjoint segmentation methods 156
8.2.1 Review of methods 158
8.2.2 Expected relative performance 161
8.3 Previous research 162
8.4 Design of the Monte Carlo study 163
8.4.1 Data generation 164
8.4.2 Factors included in the study 165
8.4.3 Conjoint segmentation methods used 167
8.4.4 Measures of comparison 167
8.5 Results 169
8.5.1 Goodness of fit 171
8.5.2 Coefficient recovery 173
8.5.3 Segment membership recovery 173
8.5.4 Predictive accuracy 174
8.6 Conclusions and discussion 177
9 Summary and Avenues for Future Research 181
9.1 Summary 181
9.1.1 Summary of part I 182
9.1.2 Summary of part II 183
9.2 Avenues for future research 184
9.2.1 Data collection 185
9.2.2 Data analysis 185 y
Appendices
Al: Interviewer and Respondent Instructions: Car Stereo Study 187
A2: Paper 1: Car Stereo Options 191
(Verbally Described)
A3: Paper 2: Car Stereo Options 195
(Pictorially Described)
A4: Explanation of the Evaluation Task 203
B: Explanation of the RMSE(b) and RMSE(y) Results 205
References 209
Author Index 237
Subject Index 243
Samenvatting 251
Curriculum Vitae 257
|
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| id | DE-604.BV010910585 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:01:00Z |
| institution | BVB |
| isbn | 9072591267 |
| language | English |
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| physical | 257 S. Ill. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Labyrint |
| record_format | marc |
| series2 | Theses on systems, organisations and management |
| spelling | Vriens, Marco 1959- Verfasser (DE-588)17296024X aut Conjoint analysis in marketing developments in stimulus representation and segmentation methods Marco Vriens Capelle a/d IJssel Labyrint 1995 257 S. Ill. txt rdacontent n rdamedia nc rdacarrier Theses on systems, organisations and management Groningen, Rijksuniv., Diss., 1995 MARKETING unbist MATHEMATICAL MODELS unbist Conjoint Measurement (DE-588)4213629-5 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Conjoint Measurement (DE-588)4213629-5 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007298528&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Vriens, Marco 1959- Conjoint analysis in marketing developments in stimulus representation and segmentation methods MARKETING unbist MATHEMATICAL MODELS unbist Conjoint Measurement (DE-588)4213629-5 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4213629-5 (DE-588)4037589-4 (DE-588)4113937-9 |
| title | Conjoint analysis in marketing developments in stimulus representation and segmentation methods |
| title_auth | Conjoint analysis in marketing developments in stimulus representation and segmentation methods |
| title_exact_search | Conjoint analysis in marketing developments in stimulus representation and segmentation methods |
| title_full | Conjoint analysis in marketing developments in stimulus representation and segmentation methods Marco Vriens |
| title_fullStr | Conjoint analysis in marketing developments in stimulus representation and segmentation methods Marco Vriens |
| title_full_unstemmed | Conjoint analysis in marketing developments in stimulus representation and segmentation methods Marco Vriens |
| title_short | Conjoint analysis in marketing |
| title_sort | conjoint analysis in marketing developments in stimulus representation and segmentation methods |
| title_sub | developments in stimulus representation and segmentation methods |
| topic | MARKETING unbist MATHEMATICAL MODELS unbist Conjoint Measurement (DE-588)4213629-5 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | MARKETING MATHEMATICAL MODELS Conjoint Measurement Marketing Hochschulschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007298528&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT vriensmarco conjointanalysisinmarketingdevelopmentsinstimulusrepresentationandsegmentationmethods |