Conjoint Analysis as an Instrument of Market Research Practice

2007 ◽  
pp. 3-30 ◽  
Author(s):  
Anders Gustafsson ◽  
Andreas Herrmann ◽  
Frank Huber
Keyword(s):  
Conjoint Analysis ◽  
Market Research ◽  
Research Practice

Conjoint Analysis as an Instrument of Market Research Practice

2001 ◽  
pp. 5-46 ◽  
Author(s):  
Anders Gustafsson ◽  
Andreas Herrmann ◽  
Frank Huber
Keyword(s):  
Conjoint Analysis ◽  
Market Research ◽  
Research Practice

Conjoint Analysis as an Instrument of Market Research Practice

2003 ◽  
pp. 5-46 ◽  
Author(s):  
Anders Gustafsson ◽  
Andreas Herrmann ◽  
Frank Huber
Keyword(s):  
Conjoint Analysis ◽  
Market Research ◽  
Research Practice

Conjoint Analysis as an Instrument of Market Research Practice

2000 ◽  
pp. 5-45 ◽  
Author(s):  
Anders Gustafsson ◽  
Andreas Herrmann ◽  
Frank Huber
Keyword(s):  
Conjoint Analysis ◽  
Market Research ◽  
Research Practice

scholarly journals Validity in market research practice: ‘new’ is not always ‘improved’

der markt ◽  
2007 ◽  
Vol 46 (1-2) ◽  
pp. 6-16 ◽  
Author(s):  
Linda Brennan ◽  
Jim Camm ◽  
Janusz K Tanas
Keyword(s):  
Market Research ◽  
Research Practice

Integração da Análise Conjunta e Fuzzy-AHP para Identificação e Mensuração de Atributos em Produtos

2018 ◽  
Vol 13 (13) ◽  
pp. 47
Author(s):  
Túlio Fígaro Ulhoa ◽  
Flávia De Castro Camioto ◽  
Rafael Henrique Palma Lima ◽  
Lauro Osiro
Keyword(s):  
Conjoint Analysis ◽  
Market Research ◽  
Fuzzy Ahp ◽  
Comprehensive Analysis ◽  
Complete Analysis ◽  
Relative Importance ◽  
Major Conclusion ◽  
Product Attributes ◽  
Significant Difference ◽  
Definition Of

A identificação dos atributos mais relevantes para os consumidores está atrelada a definição de um conjunto de critérios que representam aspectos importantes para satisfazer as necessidades desses clientes. Dessa forma, mensurar a importância relativa dos atributos se mostra uma atividade essencial para atingir o mercado-alvo de produtos e satisfazer os consumidores. Para isso, técnicas podem ser utilizadas, como a Análise Conjunta e o Fuzzy-AHP, as quais possuem peculiaridades, benefícios e limitações que podem ser comparadas para encontrar respostas mais adequadas para o problema de identificação de necessidades. O foco do presente estudo é comparar as técnicas de Análise Conjunta e Fuzzy-AHP para analisar seus resultados quanto as suas características, vantagens e desvantagens. Esse estudo foi apoiado por uma aplicação de ambas as técnicas com consumidores de fones de ouvido, por meio de pesquisas de mercado. Destaca-se que os resultados da aplicação indicam que existe diferença significativa entre as técnicas, porém essas diferenças podem estar mais relacionadas a fatores como atributos específicos. Percebe-se, no geral, que a Análise Conjunta pode ser mais adequada para detalhar análises, enquanto que o Fuzzy-AHP pode ser utilizado para obter resultados mais rapidamente. Além disso, entende-se que ambas as técnicas poderiam ser utilizadas em conjunto para atingir objetivos de identificação de atributos de produtos, bem como outros usos desse estudo em futuros trabalhos. Palavras-chave: Análise Conjunta. Fuzzy-AHP. Melhoria de Produtos. Satisfação dos Clientes. AbstractThe identification of the most relevant attributes for consumers requires the definition of a set of criteria that represent important aspects to satisfy the needs of these clients. Therefore, measuring the relative importance of attributes is an essential activity to provide products that will satisfy consumers in a given market. To this aim, techniques as Fuzzy-AHP and conjoint analysis can be applied, each of which having benefits and limitations that can be compared to give a more complete analysis to a certain product. The objective of this paper is to compare how conjoint analysis and Fuzzy-AHP perform in measuring product attributes, which may assist the product development and improvement processes. This study was conducted by applying both techniques to headphone consumers, through market research. Results indicate significant difference between both approaches, which may be more related to factors such as the attributes included in the analysis. A major conclusion is that conjoint analysis is more suited for detailed analyses whereas Fuzzy-AHP provides results more quickly. In addition, both techniques can be used together to enable a more comprehensive analysis of product attributes. Keywords: Conjoint Analysis. Fuzzy AHP. Product Improvement. Customer Satisfaction.

A Career between Theory and Practice

2005 ◽  
Vol 42 (3) ◽  
pp. 243-249 ◽  
Author(s):  
Richard M. Johnson
Keyword(s):  
Young People ◽  
Conjoint Analysis ◽  
Market Research ◽  
Marketing Research ◽  
Theory And Practice ◽  
Research Environment ◽  
Methodological Innovation ◽  
Commercial Market ◽  
Early Specialization ◽  
Adaptive Conjoint Analysis

The author describes his career in marketing research, which involves a series of nonacademic positions. He argues that the commercial market research environment provides challenges that motivate methodological innovation, and he discusses the development of adaptive conjoint analysis in response to client problems. He suggests that young people should keep their options open, avoid early specialization, and follow their interests.

Towards an early history (1955-1975) of marketing research in India

2018 ◽  
Vol 10 (3) ◽  
pp. 331-354
Author(s):  
Ravi Parameswaran ◽  
Krishna Parameswaran
Keyword(s):  
Market Research ◽  
Marketing Research ◽  
Early History ◽  
Research Practice ◽  
Limited Data ◽  
Content Type ◽  
The Public ◽  
History Of ◽  
Random Manner ◽  
Key Terms

Purpose The purpose of this paper is to attempt to trace the origins and early history of the development of the market research practice in India. It covers the period 1955-1975. Design/methodology/approach A search of key terms in databases such as Google Scholar and ABI-INFORM indicated there was limited data in the public domain on the subject and that the information gleaned was not adequate to trace the birth of the market research practice in India. As there was very little recorded history, the researchers decided to initiate a recording of the history using the available literature, on the reminiscences of the authors and, to a limited extent, contemporaries of the pioneers in the field. Findings The origins of market research in India can be traced to its supporting role in gauging the efficacy of advertising. Examination of the history of advertising leads to the conclusion that marketing research arrived in India in the decade of the 1950s, initiated by Burmah-Shell’s needs for market research. S. H. Benson (London) Ltd was selected to undertake the pioneering market research that led to the birth of Indian Market Research Service, headed by Krishnaier Parameswaran. Marketing research in India presented numerous challenges (that were overcome) because the operating environment was very different than in advanced countries. Research limitations/implications Because of the paucity of information in the literature, this investigation as per the authors’ knowledge represents the first attempt to record the birth and early history of marketing research in India. The recording of history is limited by the fact that many of the early pioneers and collaborators are no longer alive and because of the difficulty in retrieving archival mostly proprietary information. Originality/value In determining the future of a practice, it is important to know the history of the practice. It helps determine whether history proceeds in a random manner or whether it proceeds following some discernable patterns. In an area that has been ahistorical, this research identifies the origins of the practice. It is hoped that other researchers build upon this construction of the early history of marketing research in India based on their experiences and knowledge of the pioneering companies and practitioners and using sound historiographical tenets.

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