Predicting purchase decisions with different conjoint analysis methods: a Monte Carlo simulation

To forecast purchase decisions, different conjoint-based approaches have been discussed. Nevertheless, there is no clear evidence on which variant performs best.
  

Predicting purchase decisions with different conjoint analysis methods: a Monte Carlo simulation

Klaus Backhaus and Robert WilkenWestphalian Wilhelms-University of Muenster

Thomas HilligAlstom Schweiz AG

INTRODUCTION

Predicting purchase decisions is highly relevant for marketers who want to estimate the potential success of their products, or market shares. In marketing research and practice, conjoint analyses (CAs) are widely used in this context. During the last 20 years, not only in marketing, but also in other disciplines, numerous variants of conjoint models and parameter estimation methods have been developed (Green & Srinivasan 1978; Green & Srinivasan 1990;...

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