Conjoint Measurement : Methods and Applications

by Gustafsson, Anders; Herrmann, Andreas; Huber, Frank

• ISBN13: 9783540404798
• ISBN10: 3540404791
• Edition: 3rd
• Format: Hardcover
• Copyright: 2003-09-01
• Publisher: Springer Verlag

Summary

The book covers all recent developments in Conjoint Analysis. Leading scientists present theory and applications of this technique. In short, the following models, techniques, and applications are discussed: normative models that maximize return, extension of choice-based conjoint simulations, latent class, hierarchical Bayes modelling, new choice simulators, normative models for representing competitive actions and reactions (based on game theory), applications in diverse areas, computation of monetary equivalents of part worth, share/return optimisation (including Pareto frontier analysis), coupling of conjoint analysis with the perceptual and preference mapping of choice simulator results.

Table of Contents

Foreword	1	(4)
PAUL E. GREEN
1. Conjoint Analysis as an Instrument of Market Research Practice	5	(42)
ANDERS GUSTAFSSON, ANDREAS HERRMANN AND FRANK HUBER
2. Measurement of Price Effects with Conjoint Analysis: Separating Informational and Allocative Effects of Price	47	(20)
VITHALA R. RAO AND HENRIK SATTLER
3. Developing Business Solutions from Conjoint Analysis	67	(24)
SID SIMMONS AND MARK ESSER
4 Measuring the Credibility of Product-Preannouncements with Conjoint Analysis	91	(32)
HENRIK SATTLER AND KARSTEN SCHIRM
5. Market Simulation Using a Probabilistic Ideal Vector Model for Conjoint Data	123	(18)
DANIEL BAIER AND WOLFGANG GAUL
6. A Comparison of Conjoint Measurement with Self-Explicated Approaches	141	(20)
HENRIK SATTLER AND SUSANNE HENSEL-BÖRNER
7. New Product Development in the Software Industry: The Role of Conjoint Analysis	161	(26)
GIAN LUCA MARZOCCHI, SERGIO BRASINI AND MARCELLO RIMESSI
8. Non-geometric Plackett-Burman Designs in Conjoint Analysis	187	(22)
OLA BLOMKVIST, FREDRIK EKDAHL AND ANDERS GUSTAFSSON
9. On the Influence of the Evaluation Methods in Conjoint Design - Some Empirical Results	209	(26)
FRANK HUBER, ANDREAS HERRMANN AND ANDERS GUSTAFSSON
10. The Value of Extent-of-Preference Information in Choice-based Conjoint Analysis	235	(16)
TERRY ELROD AND KEITH CHRZAN
11. Confounding of Effects in Rank-Based Conjoint-Analysis	251	(26)
THORSTEN TEICHERT
12. A Multi-trait Multi-Method Validity Test of Partworth Estimates	277	(28)
WAGNER KAMAKURA AND MUAMMER OZER
13. Adaptive Conjoint Analysis: Understanding the Methodology and Assessing Reliability and Validity	305	(26)
ANDREAS HERRMANN, DIRK SCHMIDT-GALLAS AND FRANK HUBER
14. Conjoint Preference Elicitation Methods in the Broader Context of Random Utility Theory Preference Elicitation Methods	331
JORDAN LOUVIERE, DAVID HENSHER AND JOFFRE SWAIT
15. Conjoint Choice Experiments: General Characteristics and Alternative Model Specifications	311	(102)
RINUS HAAIJER AND MICHEL WEDEL
16 Using Conjoint Choice Experiments to Model Consumer Choices of Product Component Packages	413	(28)
BENEDIKT G.C. DELLAERT, ALOYS W.J. BORGERS, JORDAN J. LOUVIERE AND HARRY J.P. TIMMERMANS
17. Latent Class Models for Conjoint Analysis	441	(32)
VENKATRAM RAMASWAMY AND STEVEN H. COHEN
18. A Generalized Normative Segmentation Methodology Employing Conjoint Analysis	473	(32)
WAYNE S. DESARBO AND CHRISTIAN F. DESARBO
19. Dealing with Product Similarity in Conjoint Simulations	505	(18)
JOEL HUBER, BRYAN ORME AND RICHARD MILLER
20. Evaluating Brand Value - A Conjoint Measurement Application for the Automotive Industry	523	(18)
CLAUS KOLVENBACH, STEFANIE KRIEG AND CLAUDIO FELTEN
21 Continuous Conjoint Analysis	541	(24)
DICK R. WITTINK AND SEV K. KEIL
Author Index	565