Conjoint Measurement - Methods and applications
online bestellenHerausgeber: Frank Huber, Andreas Herrmann, Anders Gustafsson
Springer Verlag, 2007
ISBN: 3-540-40479-1
Kurzbeschreibung:
The book covers all recent developments in Conjoint Analysis. Leading scientists present theory and applications of this technique. In short, the following models, techniques, and applications are discussed: normative models that maximize return, extension of choice-based conjoint simulations, latent class, hierarchical Bayes modelling, new choice simulators, normative models for representing competitive actions and reactions (based on game theory), applications in diverse areas, computation of monetary equivalents of part worth, share/return optimisation (including Pareto frontier analysis), coupling of conjoint analysis with the perceptual and preference mapping of choice simulator results. 'Conjoint measurement is one of the most significant and most widely recognized methods in science as well as in practice for analyzing marketing problems. It is the foremost device for measuring value-to-customer today.' Top researchers present in this book the latest developments in the field of conjoint analysis and provide an overview that can be used in class and as a guide for market research activities. 'In this book you will find all of the modern aspects of conjoint analysis, measurement as well as simulation of market share.' (Prof. S. Albers) 'This new book is a welcome addition to the conjoint literature. It is a fitting testimonial to the sustained interest in conjoint methods and the vigor or researchers.' (Prof. P. E. Green)