Choice-Based Conjoint Analysis
| Autor: | Eggers, Felix, Sattler, Henrik, Teichert, Thorsten, Völckner, Franziska, Homburg, Christian, Klarmann, Martin, Vomberg, Arnd |
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| Přispěvatelé: | Research Programme Marketing |
| Jazyk: | angličtina |
| Rok vydání: | 2022 |
| Předmět: |
Computer science
Choice based conjoint Market simulation Willingness to pay Choice-based conjoint Revealed preference 0502 economics and business Econometrics 050207 economics Conjoint analysis Willingsness-to-pay Conjoint measurement Adaptive conjoint business.industry Choice experiments 05 social sciences Incentive-aligned mechanisms Utility function New product development Willingness-to-pay Tradeoff analysis 050211 marketing business Preference measurement |
| Zdroj: | Handbook of Market Research, 781-819 STARTPAGE=781;ENDPAGE=819;TITLE=Handbook of Market Research Handbook of Market Research ISBN: 9783319055428 |
| Popis: | Conjoint analysis is one of the most popular methods to measure preferences of individuals or groups. It determines, for instance, the degree how much consumers like or value specific products, which then leads to a purchase decision. In particular, the method discovers the utilities that (product) attributes add to the overall utility of a product (or stimuli). Conjoint analysis has emerged from the traditional rating- or ranking-based method in marketing to a general experimental method to study individual’s discrete choice behavior with the choice-based conjoint variant. It is therefore not limited to classical applications in marketing, such as new product development, pricing, branding, or market simulations, but can be applied to study research questions from related disciplines, for instance, how marketing managers choose their ad campaign, how managers select internationalization options, why consumers engage in or react to social media, etc. This chapter describes comprehensively the “state-of-the-art” of conjoint analysis and choice-based conjoint experiments and related estimation procedures. |
| Databáze: | OpenAIRE |
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