Learn About Conjoint And Trade-Off Analysis

Related Articles

There are 44 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Marketing research within the financial services sector

To keep pace with market and societal shifts and changes, the financial services industry has had to use a variety of marketing research approaches, including emotional measurement and social media, to understand consumers’ relationship with their money.

For hotels cutting back on services to trim costs, how far is too far?

Results from a survey of prospective travelers show that some hotel amenities are more valued than others. As travel-industry firms look to cut costs, research can provide needed direction on where services can be reduced, re-priced or eliminated, as across-the-board changes run the risk of alienating large customer segments, possibly permanently.

A look at the buying process model

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.

The power of prediction markets

What’s the allure of prediction markets? Do they work? If so, how? Should researchers be interested?

Determining product feature price sensitivities

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.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

The power of prediction markets

What’s the allure of prediction markets? Do they work? If so, how? Should researchers be interested?

Data Use: A look inside the choice-modeling toolbox

An overview of five common choice models employed in marketing research.

Improving continuous improvement with maximum difference scaling

To perform better, companies need to know what’s most important to consumers. The author outlines how to use max-diff to identify improvement priorities.

Data Use: Adaptive choice is a good choice

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

How longer point scales, alternate labeling of scale points and other strategies can help you wring more meaning from your data.

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