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;...