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

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

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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.

Data Use: Understanding conjoint analysis: predicting choice

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: Determining product feature price sensitivities

Published
November 1990
Author
Joseph Curry
Abstract
This article discusses several approaches to determining customer price sensitivities – analyzing actual sales as a function of price, laboratory purchase experiments and preference studies where buyers are asked to express their purchase likelihoods for a product at various price levels. The article then describes the use and advantages of a form of conjoint analysis that allows researchers to estimate both feature prices and the overall price in order to better measure price sensitivities of consumers.

Data Use: 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: Structured Equation Models: an introduction

Published
May 1991
Author
Mike Fassino
Abstract
This article describes an analysis technique known as Structured Equations Models (SEM), also called Causal Modeling, Latent Variable Modeling, and LISREL models. The author illustrates how SEM can help analyze results of conjoint analysis to more fully understand the motivational, perceptual or psychological determinants of perceived value.

Consumers give Mannington a winning formula for new vinyl flooring product

Published
May 1991
Author
Joseph Rydholm, Quirk's Editor
Abstract
Mannington Resilient Floors used several research strategies to develop its successful flooring product. In addition to a telephone survey, Mannington used HTI Custom Research's monthly mail omnibus study to determine some basic purchase dynamics and the demographics of purchasers of floor coverings. Consumers were asked about their level of satisfaction with different kinds of floor coverings and what the coverings’ strong and weak points were. Mannington also studied retailers and others in the trade to gauge perceptions compared to its competitors and to determine how to increase and improve its industry profile.

Improving marketing decision-making with conjoint analysis

Published
November 1991
Author
Robert V. Miller
Abstract
This article presents factors for conducting effective conjoint analysis research. Topics include effectively preparing for a conjoint study, clarifying product attributes and levels, pilot testing, efficiently collecting data and making results clear and actionable for management.

Data Use: Using conjoint analysis for price optimization

Published
October 1991
Author
Richard D. Smallwood
Abstract
To the manufacturer with multiple products in a complex market, setting the prices of all the products in the portfolio can be an imposing task, particularly if the products compete with one another. This article demonstrates how conjoint analysis can help specify multi-product demand function. This leads to techniques for deriving the optimal pricing policy for a portfolio of products within a competitive environment.

Focus groups, conjoint analysis help develop the Ameritech/Household Int'l. Complete MasterCard

Published
May 1992
Author
Mary P. Tonneberger
Abstract
Ameritech and Household International relied on qualitative and quantitative research strategies to develop a credit card concept combining the features of a MasterCard and a telephone calling card. The study involved focus groups and a conjoint analysis in which participants completed a computerized questionnaire in which they isolated the combination of features that most appealed to them by keying their answers to a detailed series of questions.

Data Use: Discrete choice modeling: Understanding a 'better conjoint than conjoint'

Published
June 1994
Author
Steven Struhl
Abstract
Since its introduction 20 years ago as an innovative new way to determine consumers’ true product and service preferences, shortcomings have been discovered with conjoint analysis. This article discusses discrete choice modeling, which was developed as an analytical technique to resolve the problems with conjoint analysis.

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.

Cable companies must listen to customers if they hope to survive in a rapidly changing market

Published
October 1995
Authors
Richard Schreuer, Polly Staman and Jim Higgins
Abstract
With increasing competition, cable companies must be more proactive and dynamic to be successful. Customer loyalty is key to success. This article discusses how cable companies must act regarding customer loyalty. In addition to noting the information cable companies need to obtain, this article provides a case study that shows how one cable system used an innovative application of conjoint analysis in its research.

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.

Helping managers understand the value of conjoint

Published
March 1996
Author
Bryan Orme
Abstract
Providing market intelligence to managers has its challenges. This article discusses the benefits of conjoint analysis that managers are most likely to embrace and highlights a dangerous pitfall to avoid when presenting market simulators.

Data Use: Trade-off analysis: a survey of commercially available techniques

Published
February 1998
Author
Richard "Dick" McCullough
Abstract
Trade-off analysis is a family of methods by which respondents' utilities for various product features are measured. This article discusses trade-off analysis, including basic concepts and the four main types of trade-off: conjoint, discrete choice, self-explicated and hybrid.

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.

Using virtual reality-based conjoint to capture the voice of the customer

Published
May 1998
Authors
Lisa Wood, Dean Hering, Mohan Bala and Todd Romig
Abstract
When demand for a new product is highly uncertain and prototypes are expensive to develop, a research approach where potential customers evaluate hypothetical products can be extremely useful. This article describes use of TradeOff VRTM, which combines conjoint analysis and virtual reality to obtain customer feedback regarding the product design and planning process for a new Volvo truck.

In pursuit of software: major programs you won't want to miss

Published
February 1999
Author
Steven Struhl
Abstract
Software has reached unprecedented levels of product proliferation. This article reviews four statistics software packages: SPSS 9.0, Systat 8.0, AnswerTree 2.0 and DeltaGraph 4.0.

Feedback from online conjoint interviews satisfies respondents' intrinsic motivation

Published
July 1999
Author
Sam Kingsley
Abstract
Completion rates have deteriorated over the years. This article discusses how to improve cooperation levels, particularly in online research.

Using trade-off analysis to shape your new product

Published
May 1999
Author
Richard "Dick" McCullough
Abstract
It would be nice to have a crystal ball to foresee answers to a variety of product development questions. This article discusses trade-off analysis as such a crystal ball.