Applied Conjoint Analysis

• Main Author: Rao, Vithala R. (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Berlin, Heidelberg : Springer Berlin Heidelberg : Imprint: Springer, 2014.
• Subjects: Business.; Marketing.; Market research.; Operations research.; Decision making.; Statistics.; Business and Management.; Statistics for Business/Economics/Mathematical Finance/Insurance.; Market Research/Competitive Intelligence.; Operation Research/Decision Theory.

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 applica...

Table of Contents:

• Chapter1-Problem Setting
• Chapter 2 Theory and Design of Conjoint Studies (Ratings Based Methods)
• Chapter 3 Analysis and Utilization of Conjoint Data (Ratings Based Methods)
• Chapter 4 Choice Based Conjoint Studies: Design and Analysis
• Chapter 5 Methods for a Large Number of Attributes
• Chapter 6 Applications for Products and Service Design and Product Line Decisions
• Chapter 7 Applications for Product Positioning and Market Segmentation
• Chapter 8 Applications for Pricing Decisions
• Chapter 9 Applications to a Miscellany of Marketing Problems
• Chapter 10 Recent Developments and Future Outlook.