Skip to: Main Content / Navigation

  • Facebook
  • Twitter
  • LinkedIn
  • Add This

Marketing Research Articles Related to Conjoint Analysis/Trade-Off Analysis

Marketing Research Articles Related to Conjoint Analysis/Trade-Off Analysis

Showing items 1-20 of 44.

Go

Sort

Refine Search

Date

* Login required for most articles published within the last three years

A look at the buying process model

Published
June 2009
Author
Sharon S. Paik
Abstract
This article explains a method called the buying process approach, which helps pharmaceutical firms closely examine how patients move through the health care system. By identifying areas where problems occur and understanding how those problems affect patients’ use of health care brands, marketers can design strategies to overcome roadblocks.

Assessing the monetary value of attribute levels with conjoint analysis: warnings and suggestions

Published
May 2001
Author
Bryan Orme
Abstract
Conjoint analysis is often used to assess how buyers trade off product features with price. This article reviews a common technique for converting conjoint utilities to a monetary scale and suggests a better approach.

Benefit impact analysis

Published
January 1995
Author
Ed Cohen
Abstract
Conjoint analysis is incredibly useful to managers. This article outlines benefit impact analysis, a relatively simple technique for exploring product elements that produces a measure analogous to conjoint’s utility values in lieu of conjoint analysis.

Borrowing from one to enrich the other

Published
December 2002
Author
Alan Kornheiser
Abstract
Once-academic techniques have become increasingly common in everyday quantitative market research. This article discusses three multivariate techniques that have been adapted for qualitative research: conjoint analysis, cluster analysis and multidimensional scaling.

By the Numbers: How to improve your segmentations with max-diff

Published
November 2009
Author
Rajan Sambandam
Abstract
The author uses a checking-account example to show how maximum difference scaling, or max-diff, can deliver finely-tuned segmentations without subjecting respondents to an onerous number of comparison questions.

By the Numbers: Practices you can trust

Published
July 2004
Author
Lee Smith
Abstract
An overview of the use of online conjoint analysis and its capabilities.

Conducting full-profile conjoint analysis over the Internet

Published
July 1998
Authors
Bryan Orme and W. Christopher King
Abstract
This article discusses pros and cons of various types of text-based e-mail surveys and online surveys. It also reports on an online full-profile conjoint survey dealing with credit card preferences. This study used an Internet survey to compare the pairwise and single-concept approach for computerized FP conjoint analysis.

Conjoint analysis enhances computer-based interviews

Published
March 1987
Author
Quirk's Staff
Abstract
By employing interactive software, conjoint analysis increases the effectiveness of computer-based interviewing. The results have helped businesses to better understand the marketplace with accurate data.

Conjoint analysis in pharmaceutical marketing research

Published
June 2001
Authors
Gang Xu and Yilian Yuan
Abstract
Conjoint analysis is a technique that evaluates the importance of a product’s attributes to consumers. This article details how to use conjoint analysis in pharmaceutical marketing research, including design, data analysis, validation, simulating market share and limitations of the technique.

Conjoint analysis valuable in business-to-business research

Published
April 1996
Author
William Ducker
Abstract
Conjoint analysis is popular in consumer marketing research. This article discusses conjoint analysis, a sophisticated form of trade-off analysis found to be particularly effective in studies involving product development strategies that are technical.

Conjoint evolves into discrete choice modeling

Published
October 1990
Author
Robert Roy
Abstract
This article profiles discrete choice modeling which, unlike conjoint modeling, does not require pairing of all attributes. Therefore, unrealistic products are not produced. The respondent does not rate, sort or rank-order, but instead acts as if he or she is in the marketplace, selecting which product to buy.

Data Use: A good choice for choice modeling

Published
January 2010
Author
Michael Lieberman
Abstract
Maximum difference scaling lets researchers present respondents with large numbers of choice options without making the process onerous. The article uses examples of a hotel loyalty program and restaurant menu optimization to show the technique in action.

* Data Use: A look inside the choice-modeling toolbox

Published
February 2013
Author
Michael Lieberman
Abstract
An overview of five common choice models employed in marketing research.

Data Use: A short history of conjoint analysis

Published
July 2004
Author
Bryan Orme
Abstract
From the early 1960s to today, the author charts the growth of and change to the practice of conjoint analysis.

* Data Use: Adaptive choice is a good choice

Published
July 2011
Author
Michael S. Garver
Abstract
Using an example of a transportation company client, the author outlines why adaptive choice-based conjoint analysis is a useful tool for developing market segmentations.

* Data Use: Best practices for well-differentiated questionnaire data

Published
May 2011
Author
Vince Raimondi
Abstract
How longer point scales, alternate labeling of scale points and other strategies can help you wring more meaning from your data.

* Data Use: Evaluating paired comparisons, maximum difference and traditional ranking

Published
October 2010
Author
Albert Madansky
Abstract
The author examines a host of data interpretation issues related to the use of paired comparisons and maximum difference surveys.

Data Use: Understanding conjoint analysis

Published
May 1990
Author
Joseph Curry
Abstract
Using a golf-ball example, author Joe Curry explains how conjoint analysis can be used to determine the features and pricing of a new or reconfigured product.

Data Use: Understanding conjoint analysis in 15 minutes

Published
June 1989
Author
Joseph Curry
Abstract
Marketers use conjoint analysis determine what features a new product should have and how it should be priced. This article details the basics of conjoint analysis using a simple example.

Data Use: Using conjoint analysis to shape a political message

Published
May 2004
Author
Michael Lieberman
Abstract
Two instances where conjoint can be used in the political realm are discussed: assessing levels of preference for important issues, and shaping the candidate’s message.

<< Previous Page   Next Page >>

 

Comment on this article

comments powered by Disqus