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Getting started with conjoint analysis: strategies for product design and pricing research

Author: Orme, Bryan K. Publisher: Research Publishers, 2006.Language: EnglishDescription: 164 p. : Graphs ; 24 cm.ISBN: 9780972729741Type of document: BookBibliography/Index: Includes bibliographical references and index and glossary
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.15 .O76 2006
(Browse shelf)
001253108
Available 001253108
Total holds: 0

Includes bibliographical references and index and glossary

Digitized

Getting Started with Conjoint Analysis Strategies for Product Design and Pricing Research Contents Foreword Preface Acknowledgments Figures Exhibits 1 Managerial Overview of Conjoint Analysis 2 How Conjoint Analysis Works vii ix xi xiii xv 1 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 Helping Managers Understand the Value of Conjoint Analysis 17 3.1 Realism Begets Better Data .................................................................... 17 3.2 Brand Equity ........................................................................................... 20 3.3 Strategic Pricing Research ...................................................................... 22 3.4 Preference, Not Market Share 23 4 A Short History of Conjoint Analysis 25 4.1 Early Conjoint Analysis (1960s and 1970s) ........................................... 26 4.2 Conjoint Analysis in the 1980s ............................................................... 27 4.3 Conjoint Analysis in the 1990s ............................................................... 30 4.4 Year 2000 and Beyond ........................................................................... 31 5 Choosing a Conjoint Method 5.1 33 Traditional Full-Profile Conjoint Analysis ......................................... 33 5.2 Adaptive Conjoint Analysis ...................................................................... 34 5.3 Choice-Based Conjoint .............................................................................. 37 5.4 Partial-Profile Choice-Based Conjoint ...................................................... 40 5.5 Which Conjoint Method Should You Use?................................................ 41 6 Formulating Attributes and Levels in Conjoint Analysis 43 6.1 Present Appropriate Information ............................................................... 44 6.2 Follow-Guidelines in Defining Attributes ................................................. 44 6.3 Use Prohibitions Sparingly ........................................................................ 47 7 Sample Size Issues for Conjoint Analysis 49 7.1 Sampling Error versus Measurement Error ............................................. 50 7.2 Binary Variables and Proportions ........................................................... 51 7.3 Continuous Variables and Means............................................................. 52 7.4 Small Populations and the Finite Population Correction ........................ 53 7.5 Measurement Error in Conjoint Studies .................................................. 54 7.6 Typical Sample Sizes and Practical Guidelines ...................................... 57 8 Traditional Conjoint Analysis with Excel 59 8.1 Data Organization and Coding ............................................................... 61 8.2 Multiple Regression Analysis ................................................................. 65 9 Interpreting the Results of Conjoint Analysis 69 9.1 Nature of Quantitative Data .................................................................... 69 9.2 Conjoint Utilities ..................................................................................... 70 9.3 Counts ...................................................................................................... 71 9.4 Attribute Importance ............................................................................... 71 9.5 Share of Preference 73 9.6 Purchase Likelihood .............................................................................. 73 9.7 Price Elasticity, Price Sensitivity, and Willingness to Pay ................... 74 10 Market Simulators for Conjoint Analysis 79 10.1 What Is a Market Simulation? ............................................................. 79 10.2 Applications of Conjoint Simulations ................................................. 80 10.3 Introducing New Products ................................................................... 83 10.4 Estimating Demand Curves and Elasticities ....................................... 85 10.5 Designing Products for Market Segments .......................................... 88 10.6 Simulation Methods and Sample Sizes ............................................... 92 10.7 Interpreting the Output of Market Simulators .................................... 92 11 How Conjoint Analysis Is Used in Industry 11.2 Eastman Kodak 93 95 11.1 Procter and Gamble ............................................................................... 94 11.3 Doctor-Patient Communication 95 11.4 General Motors Corporation ............................................................... 96 11.5 Boeing Employees Credit Union ......................................................... 98 11.6 Canadian Department of Fisheries and Oceans .................................. 99 11.7 Health Care and Education .................................................................. 100 Appendices A Glossary B Contributors Bibliography Index 103 155 157 161

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