Analysis methods: Conjoint analysis

 

To forecast purchase decisions, different conjoint-based approaches have been discussed. Nevertheless, there is no clear evidence on which variant performs best. This study uses a Monte Carlo simulati ...

One implicit assumption in conjoint measurement is that respondents solve the conjoint tasks by using some form of weighted additive rule for preference judgements. The weighted additive rule is assum ...

The paper describes how predictive research analytics has been used to optimise MyTravel's property portfolio, resulting in a redefined hierarchy of importance in terms of what guests want from a hote ...

Maxdiff is claimed to be a promising method, better than classical ranking methods and even proclaimed a 'poor man's conjoint', easy to use and interpret. Can it live up to these promises, or is it ac ...

Choosing the right mortgage can take months and that has implications for consumer research. This paper asks a series of questions such as does it matter if consumers are questioned at the beginning, ...

The Internet has created new opportunities to use multivariate techniques, amongst the reasons for this are: the fact that sample sizes tend to be larger online and the power the Internet provides to ...

While many in marketing research have probably heard something about ‘Bayesian analysis’, chances are they are not quite sure what it is or what, if anything, would make them want to use it. This pape ...

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program. The paper shows the i ...

In the literature, several methods to measure willingness to pay (WTP) have been proposed. However, there is still little knowledge about their reliability. We empirically test the appropriateness of ...

Consumers choose brands by rapid elimination of those that do not meet their needs. Advertisers must survive this by ensuring that their brand complies with what the product `must have' (or `must not ...

This empirical study sought to establish the views of a sample of 319 members of the British public concerning the practice of child-specific advertising. It also examined the sample members’ relative ...

This paper presents a history of how MasterCard and its member banks collaborated in the Asia Pacific region. It looks at how they identified new opportunities for credit cards by using conjoint measu ...

This paper seeks to determine whether research methods developed within a Western conceptual framework can be applied to understanding decision-making among Asian consumers. The authors focus on two m ...

Discusses the theoretical and practical benefits for market research of Bayesian analysis. Bayesian analysis has always been considered challenging, because it requires integration over what are often ...

This paper presents a research-driven approach to innovating product features in categories considered to be mature and low involvement. The approach begins with the identification of product features ...

Co-branding and affinity cards are an important growth area for credit card companies worldwide. However, it can be a difficult thing to get co-branding right. Traditionally co-brand programs are base ...

The authors of this paper argue that a combination of conjoint analysis and real option valuation can improve the forecasts of a new product’s success. The paper explores the importance of finding a c ...

Howard Moskowitz, president and founder of Moskowitz Jacobs Inc, looks at the current use of the internet for gathering market research data both in the USA and Europe. He goes on to consider potenti ...

This study provides the ‘algebra of the consumer’s mind’ regarding what the consumer wants different types of professionals and companies to know about them. We look at the relevance of different insi ...

Using data from North America and Western Europe, the authors of this paper demonstrate the further usefulness of discrete choice models in that they do not yield substantively different results based ...

This paper explores the relationship between individual level variables, stimulus variables and the experience of information overload in conjoint experiments. Drawing on theories of contingent inform ...

This paper presents an approach to sensitive social issues such as terrorism, genetically modified foods, obesity, etc., using state of the art research typically used among consumers: conjoint measur ...

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is ...

A framework is presented to understand how consumers respond to eight topics for OTC health care, ranging from simple physical examinations to medicinal shampoo. The objective is to understand how con ...

This paper presents a systematic approach using conjoint analysis on the Internet to understand how package design factors drive response. The approach differs from conventional methods because the us ...

This ‘Best Practice’ looks at ‘why we buy what we do’. Although consumer motivation is an extremely complex field, this paper briefly guides the reader through the psychological and need state theori ...

This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but t ...

Michael Lieberman of Multivariate solutions reviews two constructs of conjoint (or trade-off) analysis that are particularly suited to political applications. He claims that the questionnaire can be a ...

Within the pharmaceutical prescription sector, just like many other markets, maintaining competitive advantage has become increasingly difficult. In the healthcare arena, the period of time that a new ...

This paper briefly reviews the standard practices of benefit measurement and benefit segmentation and, along the way, points out their deficiencies, and then introduces the reader to Maximum Differenc ...