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- Professor Dr. Anders Gustafsson,
- Professor Dr. Andreas Herrmann,
- Professor Dr. Frank Huber
- …show all 3hide
ISBN: 978-3-540-71403-3 (Print) 978-3-540-71404-0 (Online)
About this book
- Right up to date and ready for use by those interested in all the hot topics in conjoint analysis
- Covers all of the latest developments in conjoint analysis – the most important multivariate technique in marketing
Leading scientists present different aspects of the theory and applications of this technique.
The book has been edited by a trio of European players in the field of marketing theory.
The chapters cover a wide variety of models, techniques, and applications. These include material on normative models that maximize return, extension of choice-based conjoint simulations, and latent class.
The book also gives details of hierarchical Bayes modelling, new choice simulators, and normative models for representing competitive actions and reactions (based on game theory).
The authors even discuss applications in areas as diverse as 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.
From the reviews:
"The aim of this book is to reflect the substantial research and recent developments done in Conjoint Analysis. Leading scientists present theory, models and applications to marketing and business research. This book of 21 essays contains latest developments in conjoint modeling, a number of comparisons and cross validation studies." (Edward M. Psyadlo, Zentralblatt MATH, Vol. 1059 (10), 2005)
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Conjoint Measurement Methods and Applications.pdf
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