Applied conjoint analysis:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Berlin [u.a.]
Springer
2014
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XV, 389 S. Ill., graph. Darst. 235 mm x 155 mm |
| ISBN: | 9783540877523 |
Staff View
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Record in the Search Index
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| adam_text | CONTENTS
1 PROBLEM SETTING 1
1.1 INTRODUCTION 1
1.1.1 MARKETING DECISIONS AND ROLE OF CONSUMER CHOICE . ... 1
1.1.2 A FRAMEWORK FOR UNDERSTANDING CONSUMER CHOICE 2
1.2 ORIGINS OF CONJOINT ANALYSIS 3
1.3 SOME TERMINOLOGY 5
1.4 PRINCIPAL TYPES OF CONJOINT ANALYSIS 5
1.5 FOCUS OF THIS BOOK 7
1.6 INDUSTRY USES OF CONJOINT ANALYSIS 7
1.7 AN ILLUSTRATION OF CONJOINT METHOD 9
1.7.1 APPLICATION OF CHOICE-BASED CONJOINT ANALYSIS 16
1.7.2 IMPLEMENTATION OF A CONJOINT STUDY 16
1.7.3 ANOTHER ILLUSTRATION 17
1.7.4 FEATURES OF CONJOINT ANALYSIS 19
1.8 TAXONOMY OF CONJOINT METHODS 23
1.9 OVERVIEW OF SUBSEQUENT CHAPTERS 27
APPENDIX: A SELECTION OF APPLICATIONS OF CONJOINT ANALYSIS
IN AREAS OTHER THAN MARKETING 30
REFERENCES 34
2 THEORY AND DESIGN OF CONJOINT STUDIES (RATINGS BASED METHODS)... 37
2.1 INTRODUCTION 37
2.2 DESIGNING A CONJOINT STUDY 38
2.3 TYPES OF ATTRIBUTES AND PARTWORTH FUNCTIONS 40
2.4 SELECTION OF ATTRIBUTES AND LEVELS 43
2.5 STIMULUS SET CONSTRUCTION 44
2.5.1 GENERAL CONSIDERATIONS 44
2.5.2 STATISTICAL DESIGNS FOR GENERATING FULL PROFILES 45
2.5.3 FULL FACTORIAL DESIGNS 46
2.5.4 FRACTIONAL FACTORIAL DESIGNS 46
2.5.5 ORTHOGONAL MAIN EFFECTS PLANS 47
IX
HTTP://D-NB.INFO/1000033236
X
CONTENTS
2.5.6 INCOMPLETE BLOCK DESIGNS 52
2.5.7 RANDOM SAMPLING 55
2.5.8 GENERATING ACCEPTABLE DESIGNS 56
2.6 DATA COLLECTION METHODS 56
2.6.1 FULL PROFILE APPROACH 57
2.6.2 TRADE-OFF MATRIX METHOD 57
2.6.3 PAIRED COMPARISON METHODS 59
2.6.4 SELF-EXPLICATION METHODS 60
2.6.5 ADAPTIVE METHODS . 61
2.6.6 HYBRID METHODS 63
2.7 STIMULUS PRESENTATION 64
2.8 RELIABILITY AND VALIDITY 64
2.9 SUMMARY 65
APPENDIX 1: ILLUSTRATION OF A RATINGS-BASED CONJOINT
QUESTIONNAIRE 68
APPENDIX 2: MEASURES OF EFFICIENCY OF AN EXPERIMENTAL DESIGN 73
APPENDIX 3: SEVERAL ORTHOGONAL PLANS 74
REFERENCES 77
3 ANALYSIS AND UTILIZATION OF CONJOINT DATA
(RATINGS BASED METHODS) 79
3.1 INTRODUCTION 79
3.2 ANALYSIS MODELS FOR RATINGS DATA 81
3.2.1 NOTATION 81
3.2.2 ADDITIVE UTILITY MODEL 82
3.2.3 UTILITY MODEL WITH INTERACTIONS 83
3.2.4 CODING FOR CATEGORICAL ATTRIBUTES 84
3.2.5 MODEL SELECTION 86
3.3 LEVEL OF ANALYSIS 87
3.3.1 INDIVIDUAL LEVEL ANALYSIS (APPROACHES IA AND IB) 88
3.3.2 SUBGROUP LEVEL ANALYSIS (APPROACHES IIA AND IIB).... 89
3.3.3 POOLED ANALYSIS FOR THE SAMPLE AS A WHOLE (APPROACHES
IIIA AND II1B) 89
3.3.4 SOME COMPARISONS 93
3.4 METHODS FOR SIMULATION 98
3.4.1 ILLUSTRATION 100
3.5 ESTIMATING THE HYBRID CONJOINT MODEL 103
3.5.1 NOTATION 103
3.5.2 MODELS COMPARISON 104
3.6 INDIVIDUALIZED HYBRID CONJOINT MODELS 106
3.6.1 NOTATION 106
3.7 MODEL FOR ADAPTIVE CONJOINT ANALYSIS 109
3.7.1 POLYHEDRAL ESTIMATION ILL
3.8 METHODS FOR RANKING AND CATEGORICAL RESPONSE DATA 112
3.9 SUMMARY 113
CONTENTS XI
APPENDIX 1: COMPUTATION OF TRADE-OFFS FROM UTILITY FUNCTIONS IN
ATTRIBUTES 113
APPENDIX 2: SPECIFICATION OF UTILITY FUNCTIONS 115
APPENDIX 3: HIERARCHICAL BAYESIAN METHOD FOR RATINGS-BASED
CONJOINT ANALYSIS 117
APPENDIX 4: LINEAR PROGRAMMING APPROACH TO RANKED
RESPONSE DATA 121
APPENDIX 5: A METHOD FOR ANALYZING CATEGORICAL RESPONSE DATA:
CATEGORICAL CONJOINT ANALYSIS 122
REFERENCES 125
4 CHOICE BASED CONJOINT STUDIES: DESIGN AND ANALYSIS 127
4.1 INTRODUCTION 127
4.2 THE CHOICE PROCESS 128
4.3 CHOICE EXPERIMENTS FOR CONJOINT ANALYSIS: AN ILLUSTRATION . ... 130
4.4 DESIGN OF CHOICE SETS AND DATA COLLECTION FOR CHOICE-BASED
CONJOINT STUDIES 131
4.4.1 TWO TYPES OF DESIGNS 131
4.4.2 FACTORS TO BE CONSIDERED IN CHOICE SET DESIGN 132
4.4.3 EXAMPLES OF DESIGNS USED IN SOME PAST STUDIES 133
4.4.4 CRITERIA FOR EVALUATING DESIGNS 136
4.4.5 A TAXONOMY OF CHOICE SET DESIGNS 138
4.5 STRATEGIES FOR DESIGNING CHOICE SETS 140
4.5.1 METHODS BASED ON LINEAR MODELS 140
4.5.2 METHODS BASED ON NONLINEAR MODELS FOR WITH ASSUMED
BETA VALUES 145
4.5.3 BAYESIAN METHODS BASED ON NONLINEAR MODEL FOR A PRIOR
DISTRIBUTION FOR BETAS 147
4.5.4 OTHER METHODS 147
4.5.5 WHICH METHOD TO USE FOR DEVELOPING DESIGNS? 152
4.6 INCENTIVE-ALIGNED METHODS 152
4.7 PARTIAL PROFILE CHOICE EXPERIMENTS 153
4.8 ANALYSIS METHODS FOR CHOICE-BASED CONJOINT DATA 154
4.9 MULTINOMIAL LOGIT MODEL FOR CHOICE-BASED CONJOINT DATA .... 154
4.9.1 MODELING UTILITY 154
4.9.2 INTERPRETATION OF COEFFICIENTS 157
4.9.3 DATA STRUCTURE 158
4.9.4 MODEL FIT AND TEST 159
4.9.5 SOME EXAMPLES OF MNL ANALYSES 160
4.10 SOME ALTERNATIVES TO MNL FOR STATED CHOICE DATA 162
4.11 BAYESIAN METHODS FOR CHOICE-BASED CONJOINT ANALYSIS 167
4.12 WHICH CONJOINT APPROACH (RATINGS-BASED OR CHOICE-BASED)? .. . 170
4.13 SOFTWARE FOR DESIGN AND ANALYSIS 171
4.14 SUMMARY 172
APPENDIX 1: ILLUSTRATION OF DESIGNING CHOICE SETS 173
XLL
CONTENTS
APPENDIX 2: DESIGN PLANS FOR PRE-SPECIFIED HOLISTIC ALTERNATIVES
USING FRACTIONAL FACTORIAL METHOD 174
APPENDIX 3: ILLUSTRATION OF DESIGN EFFICIENCY IN CHOICE-BASED
CONJOINT DESIGNS 174
APPENDIX 4: ILLUSTRATION OF MANAGERIAL EFFICIENCY 176
APPENDIX 5: EMPIRICAL ILLUSTRATION OF AVAILABILITY DESIGNS 178
APPENDIX 6: WEIGHTED LEAST SQUARES METHOD 180
REFERENCES 181
5 METHODS FOR A LARGE NUMBER OF ATTRIBUTES 185
5.1 INTRODUCTION 185
5.2 ALTERNATIVE METHODS FOR MASSIVE NUMBER OF ATTRIBUTES 185
5.3 DETAILS OF THE METHODS AND APPLICATIONS 187
5.3.1 METHODS OF CATEGORY A: PROFILE METHODS 187
5.3.2 METHODS OF CATEGORY B: ATTRIBUTE SIMPLIFICATION
METHODS 191
5.3.3 METHODS OF CATEGORY C: SELF EXPLICATED METHODS 195
5.3.4 CATEGORY D: METHODS COMBINING SEVERAL APPROACHES . . . 202
5.3.5 CATEGORY E: UPGRADING METHODS 207
5.3.6 CATEGORY F: SVM METHODS 215
5.4 A COMPARISON OF METHODS 217
5.5 SUMMARY 221
REFERENCES 221
6 APPLICATIONS FOR PRODUCT AND SERVICE DESIGN AND PRODUCT LINE
DECISIONS 225
6.1 INTRODUCTION 225
6.2 GENERAL PROBLEM OF PRODUCT AND PRODUCT PORTFOLIO DESIGN 226
6.3 AN UNIFIED FRAMEWORK FOR PRODUCT DESIGN 227
6.3.1 ROLE OF CHOICE SIMULATORS 228
6.4 APPLICATIONS FOR NEW PRODUCT DESIGN 229
6.4.1 APPLICATION 1: DESIGN OF A TRUCK 229
6.4.2 APPLICATION 2: DESIGN OF A SLR CAMERA 229
6.4.3 APPLICATION 3: DESIGN OF A COURSE AT A UNIVERSITY 230
6.4.4 APPLICATION 4: DESIGN OF MICROFINANCE PRODUCTS 232
6.4.5 APPLICATION 4: DESIGN OF DENTAL BENEFIT PLANS 236
6.4.6 APPLICATION 5: DESIGN OF A HOTEL 236
6.4.7 APPLICATION 6: DESIGN OF ELECTRONIC TOLL COLLECTION
SYSTEM 242
6.4.8 OPTIMAL DESIGN OF A PHARMACEUTICAL PRODUCT 246
6.5 APPLICATIONS FOR PRODUCT LINE DECISIONS 247
6.5.1 APPLICATION 1: REDESIGNING PRODUCT LINES AT THE SUNBEAM
APPLIANCE COMPANY 249
6.5.2 APPLICATION 2: REDESIGN OF PRODUCT LINES FOR AN HERBICIDE
COMPANY 252
6.6 CONCLUSIONS 255
CONTENTS
XLLL
APPENDIX 1: A MATHEMATICAL FORMULATION OF THE PRODUCT DESIGN AND
POSITIONING PROBLEM 256
APPENDIX 2: DETAILS ON THE SIMOPT MODEL 259
APPENDIX 3: DESCRIPTION OF ALGORITHMS FOR PRODUCT LINE DESIGN 263
REFERENCES 272
7 APPLICATIONS FOR PRODUCT POSITIONING AND MARKET SEGMENTATION . . . 275
7.1 INTRODUCTION 275
7.2 METHODS OF FORMING SEGMENTS WITH CONJOINT RESULTS 276
7.3 APPLICATIONS FOR PRODUCT POSITIONING 277
7.3.1 APPLICATION: POSITIONING OF AN ANTIDEPRESSANT DRUG 277
7.4 MARKET SEGMENTATION APPLICATIONS 278
7.4.1 APPLICATION 1: SEGMENTS OF CAMERA BUYERS 278
7.4.2 APPLICATION 2: SEGMENTS OF FOOD PROCESSOR BUYERS 279
7.4.3 APPLICATION 3: SEGMENTS OF BUYERS OF AN ANTIFUNGAL
MEDICATION 281
7.4.4 APPLICATION 4: SEGMENTS FROM A CHOICE-BASED CONJOINT
STUDY 284
7.5 COMPARISON OF DIFFERENT CONJOINT SEGMENTATION APPROACHES. . . 287
7.6 CONCLUSION 290
REFERENCES. 290
8 APPLICATIONS FOR PRICING DECISIONS 291
8.1 INTRODUCTION 291
8.2 CONJOINT METHOD FOR DETERMINING PRICE ELASTICITIES
(BRAND/PRICE TRADE-OFF) 292
8.3 CONJOINT METHOD FOR COMPETITOR REACTION ELASTICITIES 294
8.4 METHOD BASED ON RESERVATION PRICES 297
8.5 MEASUREMENT OF PRICE EFFECTS 300
8.5.1 USING RATINGS-BASED APPROACH 300
8.5.2 USING CHOICE-BASED APPROACH 302
8.6 MORE APPLICATIONS 303
8.6.1 APPLICATION 1: BIDDING FOR A CONTRACT 303
8.6.2 APPLICATION 2: PRICING DIGITAL CONTENT PRODUCT LINES .... 306
8.6.3 APPLICATION 3: MULTIPART PRICING 309
8.7 SUMMARY 313
APPENDIX 1: TECHNICAL DETAILS FOR ESTIMATING SELF- AND
CROSS-PRICE/DEMAND RELATIONSHIPS 313
APPENDIX 2: ESTIMATION OF MEAN AND VARIANCE FROM TRUNCATED NORMAL
DISTRIBUTION 315
REFERENCES 315
9 APPLICATIONS TO A MISCELLANY OF MARKETING PROBLEMS 317
9.1 INTRODUCTION 317
9.2 COMPETITIVE STRATEGY DECISIONS 317
9.3 DISTRIBUTION AND PERSONAL SELLING DECISIONS 321
XIV CONTENTS
9.3.1 STORE LOCATION DECISIONS 321
9.3.2 SETTING SALES QUOTAS 323
9.3.3 CHOICE OF A DISTRIBUTION CHANNEL 325
9.3.4 WEB PAGE DESIGN 328
9.4 LEGAL DECISIONS 330
9.4.1 MEASURING DAMAGE DUE TO PATENT INFRINGEMENT 330
9.4.2 AN APPLICATION TO A CLASS ACTION SUIT 331
9.5 RESOURCE ALLOCATION DECISIONS 335
9.5.1 ALLOCATION OF PUSH MARKETING MIX BUDGET FOR A BRAND . . . 336
9.5.2 MARKET VALUE OF AN ATTRIBUTE IMPROVEMENT (MVAI). . . . 337
9.6 MEASUREMENTS FOR MARKETING STRATEGIES 339
9.6.1 MEASURING BRAND EQUITY 339
9.6.2 CUSTOMER SATISFACTION 339
9.7 SUMMARY 342
REFERENCES 343
10 RECENT DEVELOPMENTS AND FUTURE OUTLOOK 345
10.1 INTRODUCTION 345
10.2 EXPERIMENTAL DESIGNS FOR MIXTURE AND MIXTURE-AMOUNT 346
10.3 CONJOINT APPROACHES 347
.10.3.1 BARTER CONJOINT METHOD 347
10.3.2 CONJOINT POKER 350
10.3.3 BEST-WORST SCALING 351
10.3.4 PEER INFLUENCE MEASUREMENT 352
10.3.5 INCORPORATING NON-COMPENSATORY CHOICE PROCESSES . . . 354
10.3.6 COMBINING PREFERENCE AND CHOICE DATA 354
10.4 APPLICATIONS 354
10.4.1 SELF-DESIGNED PRODUCTS 355
10.4.2 BUNDLE CHOICE MODELS 356
10.5 FUTURE OUTLOOK 358
10.6 SUMMARY 360
REFERENCES 360
11 BEYOND CONJOINT ANALYSIS: ADVANCES IN PREFERENCE
MEASUREMENT 363
11.1 INTRODUCTION: BEYOND CONJOINT ANALYSIS 363
11.2 PROBLEM 365
11.2.1 HELPING COMPANIES 365
11.2.2 HELPING CONSUMERS 366
11.2.3 HELPING POLICY MAKERS AND HEALTH CARE
PROFESSIONALS 366
11.2.4 HELPING ACADEMIC RESEARCHERS 366
11.3 DESIGN AND DATA COLLECTION 367
11.3.1 OPTIMAL EXPERIMENTAL DESIGN: BEYOND A-EFFICIENCY
AND D-EFFICIENCY 367
11.3.2 NEW FORMS OF INTERACTIONS 368
CONTENTS XV
11.3.3 DEALING WITH A LARGE NUMBER OF ATTRIBUTES AND
PRODUCTS 369
11.3.4 COMBINING MULTIPLE SOURCES OF DATA 370
11.4 MODEL SPECIFICATION, ESTIMATION, AND ACTION 371
11.4.1 TAKING SOCIAL INTERACTIONS INTO ACCOUNT 371
11.4.2 META-ATTRIBUTES 371
11.4.3 MORE FLEXIBLE UTILITY FUNCTIONS 372
11.4.4 INCORPORATING BEHAVIORAL EFFECTS 373
11.4.5 MODELING LEARNING, DYNAMICS AND PREFERENCE
FORMATION 374
11.4.6 RECENT TOOLS FOR ESTIMATION 374
11.4.7 FROM MODEL TO ACTION 375
11.5 IN CONCLUSION.. . EVERY GENERATION NEEDS A NEW REVOLUTION . . .
376
REFERENCES 377
INDEX 383
|
| any_adam_object | 1 |
| author | Rao, Vithala R. |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.8343 |
| dewey-search | 658.8343 |
| dewey-sort | 3658.8343 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV041216246 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:42:18Z |
| institution | BVB |
| isbn | 9783540877523 |
| language | English |
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| physical | XV, 389 S. Ill., graph. Darst. 235 mm x 155 mm |
| publishDate | 2014 |
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| publishDateSort | 2014 |
| publisher | Springer |
| record_format | marc |
| spelling | Rao, Vithala R. Verfasser (DE-588)139589368 aut Applied conjoint analysis Vithala R. Rao Berlin [u.a.] Springer 2014 XV, 389 S. Ill., graph. Darst. 235 mm x 155 mm txt rdacontent n rdamedia nc rdacarrier Conjoint Measurement (DE-588)4213629-5 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Entscheidungsverhalten (DE-588)4113448-5 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 s Entscheidungsverhalten (DE-588)4113448-5 s Conjoint Measurement (DE-588)4213629-5 s DE-604 Erscheint auch als Online-Ausgabe 978-3-540-87753-0 DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026190873&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rao, Vithala R. Applied conjoint analysis Conjoint Measurement (DE-588)4213629-5 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Entscheidungsverhalten (DE-588)4113448-5 gnd |
| subject_GND | (DE-588)4213629-5 (DE-588)4062644-1 (DE-588)4113448-5 |
| title | Applied conjoint analysis |
| title_auth | Applied conjoint analysis |
| title_exact_search | Applied conjoint analysis |
| title_full | Applied conjoint analysis Vithala R. Rao |
| title_fullStr | Applied conjoint analysis Vithala R. Rao |
| title_full_unstemmed | Applied conjoint analysis Vithala R. Rao |
| title_short | Applied conjoint analysis |
| title_sort | applied conjoint analysis |
| topic | Conjoint Measurement (DE-588)4213629-5 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Entscheidungsverhalten (DE-588)4113448-5 gnd |
| topic_facet | Conjoint Measurement Verbraucherverhalten Entscheidungsverhalten |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026190873&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT raovithalar appliedconjointanalysis |