Applied Conjoint Analysis - Softcover

Rao, Vithala R. R.

Softcover

ISBN 10: 3662502313 ISBN 13: 9783662502310

Verlag: Springer, 2016

Inhaltsangabe

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.

Über diesen Titel

Über die Autorin bzw. den Autor

Vithala R. Rao is the Deane Malott Professor Emeritus of Management and Professor Emeritus of Marketing and Quantitative Methods at the Samuel Curtis Johnson Graduate School of Management, SC Johnson College of Business, Cornell University (Ithica, NY, USA). He has published over 150 papers on several topics including conjoint analysis and multidimensional scaling, pricing, bundle design, brand equity, market structure, corporate acquisition, and linking brand strategies to financial performance. He has also published several books including Applied Conjoint Analysis (Springer, 2014) and Advanced Introduction to Pricing Strategy and Analytics (Edward Elgar Publishing, 2023). Dr. Rao serves as a Senior Editor on the editorial board of Customer Needs and Solutions and was awarded the 2017 Churchill Award by the American Marketing Association’s Marketing Research Specialist Interest Group for his lifetime contributions in marketing research.

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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.

Details zur Ausgabe

• Verlag: Springer
• Erscheinungsdatum: 2016
• Sprache: Englisch
• ISBN 10: 3662502313
• ISBN 13: 9783662502310
• Einband: Taschenbuch
• Anzahl der Seiten: 408
• Kontakt zum Hersteller: ProductSafety@springernature.com; ProductSafety@springernature.com; ; Poststr. 9; Darmstadt; 64293; Deutschland