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Conjoint analysis is probably the most significant development in
marketing research in the past few decades. It can be described as
a set of techniques ideally suited to studying customers’
decision-making processes and determining tradeoffs. Though this
book is oriented towards methods and applications of conjoint
analysis in marketing, conjoint methods are also applicable for
other business and social sciences. After an introduction to the
basic ideas of conjoint analysis the book describes the steps
involved in designing a ratings-based conjoint study, it covers
various methods for estimating partworth functions from preference
ratings data, and dedicates a chapter on methods of design and
analysis of conjoint-based choice experiments, where choice is
measured directly. Chapter 5 describes several methods for handling
a large number of attributes. Chapters 6 through 8 discuss the use
of conjoint analysis for specific applications like product and
service design or product line decisions, product positioning and
market segmentation decisions, and pricing decisions. Chapter 9
collates miscellaneous applications of marketing mix including
marketing resource allocation or store location decisions. Finally,
Chapter 10 reviews more recent developments in experimental design
and data analysis and presents an assessment of future
developments.
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