Getting started with conjoint analysis: strategies for product design and pricing research
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Madison, Wis.
Research Publ.
2010
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVIII, 210 S. Ill., graph. Darst. |
| ISBN: | 0972729771 9780972729772 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804141164189712384 |
|---|---|
| adam_text | Titel: Getting started with conjoint analysis
Autor: Orme, Bryan K
Jahr: 2010
Contents
Foreword vii
Preface ix
Acknowledgments xi
Figures xiii
Tables xv
Exhibits xvii
1 Managerial Overview of Conjoint Analysis 1
2 How Conjoint Analysis Works 7
2.1 Marketing Problem and Attribute List............... 7
2.2 Survey Design Plan......................... 8
2.3 Credit Card Survey......................... 9
2.4 Conjoint Analysis Utilities..................... 11
2.5 Importance Scores......................... 11
2.6 Conjoint Analysis as a Predictive Model of Choice........ 11
3 Understanding the Value of Conjoint Analysis 19
3.1 Realism Begets Better Data .................... 19
3.2 Brand Equity............................ 22
3.3 Strategie Pricing Research..................... 24
3.4 Preference, Not Market Share................... 25
in
iv Contents
4 A Short History of Conjoint Analysis 29
4.1 Early Conjoint Analysis (1960s and 1970s)............ 30
4.2 Conjoint Analysis in the 1980s................... 32
4.3 Conjoint Analysis in the 1990s................... 34
4.4 Year 2000 and Beyond....................... 35
5 Choosing a Conjoint Method 39
5.1 Traditional Full-Profile Conjoint Analysis............. 39
5.2 Adaptive Conjoint Analysis.................... 42
5.3 Choice-Based Conjoint....................... 45
5.4 Partial-Profile Choice-Based Conjoint............... 48
5.5 Adaptive Choice-Based Conjoint.................. 49
5.6 Which Conjoint Method Should You Use?............. 49
6 Formulating Attributes and Levels in Conjoint Analysis 51
6.1 Present Appropriate Information.................. 52
6.2 Follow Guidelines in Defining Attributes............. 52
6.3 Use Prohibitions Sparingly..................... 55
7 Sample Size Issues for Conjoint Analysis 57
7.1 Sampling Error versus Measurement Error............ 58
7.2 Binary Variables and Proportions ................. 59
7.3 Continuous Variables and Means.................. 60
7.4 Small Populations and the Finite Population Correction...... 61
7.5 Measurement Error in Conjoint Studies.............. 62
7.6 Typical Sample Sizes and Practical Guidelines.......... 65
8 Traditional Conjoint Analysis with Excel 67
8.1 Data Organization and Coding................... 69
8.2 Multiple Regression Analysis ................... 73
9 Interpreting the Results of Conjoint Analysis 77
9.1 Nature of Quantitative Data.................... 77
9.2 Conjoint Utilities.......................... 78
9.3 Counts ............................... 79
Contents v
9.4 Attribute Importance........................ 79
9.5 Sensitivity Analysis Using Market Simulations.......... 81
9.6 Price Elasticity, Price Sensitivity, and Willingness to Pay..... 84
10 Market Simulators for Conjoint Analysis 89
10.1 What Is a Market Simulation?................... 89
10.2 Applications of Conjoint Simulations............... 90
10.3 Introducing New Products..................... 93
10.4 Estimating Demand Curves and Elasticities............ 95
10.5 Designing Products for Market Segments............. 98
10.6 Simulation Methods and Sample Sizes............... 102
10.7 Interpreting the Output of Market Simulators........... 102
10.8 Multi-Store Simulators....................... 103
11 Maximum Difference Scaling 105
11.1 Motivation for Maximum Difference Scaling........... 105
11.2 Efncient Data Collection Mechanism............... 107
11.3 Analysis of Maximum Difference Data.............. 108
11.4 Maximum Difference Scaling Versus Conjoint Analysis..... 113
11.5 Concerns about Maximum Difference Scaling........... 114
11.6 Predictive Validity......................... 115
12 Adaptive Choice-Based Conjoint 117
12.1 Origins of Adaptive Choice-Based Conjoint............ 117
12.2 A New Approach to Data Collection................ 119
12.3 Adaptive Versus Standard Choice-Based Conjoint......... 124
12.4 Summary and Conclusions..................... 126
13 How Conjoint Analysis Is Used in Industry 127
13.1 Application of Choice Models at Procter Gamble........ 128
13.2 Conjoint Analysis at Eastman Kodak ............... 129
13.3 Using Conjoint Analysis to Facilitate Doctor-Patient
Communication........................... 129
13.4 Conjoint Analysis at General Motors Corporation......... 130
13.5 Conjoint Analysis within Boeing Employees Credit Union .... 132
vi Contents
13.6 ACA at the Canadian Department ofFisheries and Oceans .... 133
13.7 Using Discrete Choice Methods in Health Care and Education . . 134
13.8 Analysis of Women s Preferences for Place of Child Delivery in
Rural Tanzania...........................135
13.9 How Conjoint Analysis Is Used at Microsoft...........136
Appendices
A Glossary 141
B Contributors 199
Bibliography 201
Index 207
|
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| spelling | Orme, Bryan K. Verfasser aut Getting started with conjoint analysis strategies for product design and pricing research Bryan K. Orme 2. ed. Madison, Wis. Research Publ. 2010 XVIII, 210 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Verbraucherforschung (DE-588)4187567-9 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Preisbildung (DE-588)4047103-2 gnd rswk-swf Industriedesign (DE-588)4072788-9 gnd rswk-swf Conjoint Measurement (DE-588)4213629-5 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 s Industriedesign (DE-588)4072788-9 s Conjoint Measurement (DE-588)4213629-5 s DE-604 Verbraucherforschung (DE-588)4187567-9 s Preisbildung (DE-588)4047103-2 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018987881&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Orme, Bryan K. Getting started with conjoint analysis strategies for product design and pricing research Verbraucherforschung (DE-588)4187567-9 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Preisbildung (DE-588)4047103-2 gnd Industriedesign (DE-588)4072788-9 gnd Conjoint Measurement (DE-588)4213629-5 gnd |
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| title | Getting started with conjoint analysis strategies for product design and pricing research |
| title_auth | Getting started with conjoint analysis strategies for product design and pricing research |
| title_exact_search | Getting started with conjoint analysis strategies for product design and pricing research |
| title_full | Getting started with conjoint analysis strategies for product design and pricing research Bryan K. Orme |
| title_fullStr | Getting started with conjoint analysis strategies for product design and pricing research Bryan K. Orme |
| title_full_unstemmed | Getting started with conjoint analysis strategies for product design and pricing research Bryan K. Orme |
| title_short | Getting started with conjoint analysis |
| title_sort | getting started with conjoint analysis strategies for product design and pricing research |
| title_sub | strategies for product design and pricing research |
| topic | Verbraucherforschung (DE-588)4187567-9 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Preisbildung (DE-588)4047103-2 gnd Industriedesign (DE-588)4072788-9 gnd Conjoint Measurement (DE-588)4213629-5 gnd |
| topic_facet | Verbraucherforschung Verbraucherverhalten Preisbildung Industriedesign Conjoint Measurement |
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