Guest Editorial: Psychometric Methods in Marketing Research: Part I, Conjoint Analysis

1995 ◽  
Vol 32 (4) ◽  
pp. 385 ◽  
Author(s):  
J. Douglas Carroll ◽  
Paul E. Green
Keyword(s):  
Conjoint Analysis ◽  
Guest Editorial ◽  
Marketing Research ◽  
Psychometric Methods

Psychometric Methods in Marketing Research: Part I, Conjoint Analysis

1995 ◽  
Vol 32 (4) ◽  
pp. 385-391 ◽  
Author(s):  
J. Douglas Carroll ◽  
Paul E. Green
Keyword(s):  
Conjoint Analysis ◽  
Marketing Research ◽  
Psychometric Methods

Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund

2017 ◽  
pp. 1-5
Author(s):  
Ronald T. Wilcox
Keyword(s):  
Conjoint Analysis ◽  
Real World ◽  
Mutual Fund ◽  
Financial Services ◽  
Marketing Research ◽  
Blue Chip

This case presents an application of conjoint analysis in a financial services setting. It is best used in a course on marketing research. The decision in the case centers on a fund manager's need to generate additional profit from a mutual fund. To do this, he needs to determine a new pricing structure for the fund. The case presents students with the results from a real-world conjoint analysis and requires them to work through the pricing and profit implications of that analysis.

scholarly journals A Conjoint Analysis of Waterfowl Hunting in Louisiana

1993 ◽  
Vol 25 (2) ◽  
pp. 36-45 ◽  
Author(s):  
Christopher Gan ◽  
E. Jane Luzar
Keyword(s):  
Willingness To Pay ◽  
Conjoint Analysis ◽  
Outdoor Recreation ◽  
Marketing Research ◽  
Primary Data ◽  
Ordered Logit ◽  
Resource Valuation ◽  
Waterfowl Hunting ◽  
Recreation Experience ◽  
Alternative Resource

AbstractConjoint analysis, widely used in marketing research, offers an alternative resource valuation approach suited to outdoor recreation activities characterized as multiattribute. Design, implementation, and interpretation of conjoint analysis are reviewed in the context of recreation applications. Conjoint analysis is used in an analysis of waterfowl hunting in Louisiana. Using primary data collected from a survey of waterfowl hunters, ordered logit is used to estimate willingness-to-pay for recreation experience attributes.

Preference Measurement with Conjoint Analysis. Overview of State-of-the-Art Approaches and Recent Developments

2011 ◽  
Vol 3 (1) ◽  
pp. 36-47 ◽  
Author(s):  
Felix Eggers ◽  
Henrik Sattler
Keyword(s):  
Conjoint Analysis ◽  
State Of The Art ◽  
Consumer Preferences ◽  
Measurement Techniques ◽  
Marketing Research ◽  
Conjoint Measurement ◽  
Preference Measurement ◽  
Research Setting ◽  
Specific Research ◽  
Recent Developments

Abstract Determining consumer preferences is still one of the most important topics in marketing research. Not surprisingly, numerous approaches have been developed for this task. Conjoint measurement techniques are among the most prominent and different forms have emerged over the years. Depending on the specific research setting, all of them have their advantages and drawbacks. The authors discuss the nature and applicability of recent conjoint approaches and provide examples. Guidelines for selecting the optimal technique help to identify which approach works best in a given situation.

Commercial Use of Conjoint Analysis: A Survey

1982 ◽  
Vol 46 (3) ◽  
pp. 44-53 ◽  
Author(s):  
Philippe Cattin ◽  
Dick R. Wittink
Keyword(s):  
Conjoint Analysis ◽  
Marketing Research ◽  
Service Characteristics ◽  
Commercial Use ◽  
Customer Preferences ◽  
Recent Advances ◽  
Product Service ◽  
Commercial Applications ◽  
The Impact

Conjoint analysis has been used extensively in marketing research to estimate the impact of selected product (service) characteristics on customer preferences for products (services). In this paper we discuss findings obtained from a survey of commercial users of the methodology. We project that around 1,000 commercial applications have been carried out during the last decade. We discuss the manner in which the methodology is used commercially, remaining issues that deserve further exploration, and recent advances or insights obtained by researchers working in this area.

Using Choice-Based Conjoint Analysis for Creating Effective Outreach Messages to Promote Oak Management

2020 ◽  
Vol 118 (4) ◽  
pp. 419-432
Author(s):  
Barry T Radler ◽  
Bret Shaw ◽  
Tricia A Gorby
Keyword(s):  
Social Norms ◽  
Conjoint Analysis ◽  
Message Framing ◽  
Marketing Research ◽  
Limited Attention ◽  
Research Approach ◽  
Message Source ◽  
Barriers And Motivators ◽  
Effective Design ◽  
Woodland Owners

Abstract Studies of woodland owner values, intentions, and actions have advanced understanding of barriers and motivators to active forest management. Social marketing research has likewise offered significant insights into the effective design of persuasive conservation campaigns and importance of factors such as message framing and use of social norms. Yet, evaluation of the attributes of outreach messages designed to encourage woodland owners to take action has received limited attention. We used an innovative marketing research approach, choice-based conjoint analysis, to determine what attributes of outreach messages are most persuasive. This study focused on woodland owners in the Midwest in the context of improving conditions for oak regeneration. We identified the importance of imagery and message source as of primary influence, whereas other attributes such as message framing and social norms were less influential. This study offers insights that can be evaluated with other targeted woodland owner audiences under different management contexts.

Application of Conjoint Analysis in Improving the Value of New Product Development

2017 ◽  
Vol 8 (2) ◽  
pp. 11-30 ◽  
Author(s):  
Brian J. Galli ◽  
Mohamad Amin Kaviani ◽  
Paula Steisel Goldfarb ◽  
Ardeshir Shahmaei
Keyword(s):  
Product Development ◽  
Conjoint Analysis ◽  
New Product Development ◽  
Marketing Research ◽  
New Product ◽  
The United States ◽  
Marketing Plan ◽  
Product Management ◽  
Consumer Behavior Analysis ◽  
Hotel Design

One of the most important elements of economic and business activity is developing a strategic marketing plan to improve growth prospects. One of the most important aspects of this in marketing is to understand the behavioral patterns of customers, in order to meet their needs and achieve business objectives. The consumer behavior analysis is key to establish the level of preferences expressed by the consumer towards a product or service. For this reason, conjoint analysis (CA) is one of the main models in the field of consumer research. This paper identifies the usefulness of CA as a marketing strategy in new product development (NPD). An application to “Forte Hotel Design” (presented by Lilien and Rangaswamy, 2004) is developed to highlight how CA can be an effective tool for marketing new products/services. Forte Hotels is a European hotel chain that wants to open a new facility in the United States. This research demostrates that there are multiple ways to conduct marketing research for any product or service. While the Forte Hotel case study used segmentation and targeting tools in its original analysis, the study shows that CA can also be used to analyze this marketing problem and can lead to similar decisions. This study highlights the value of CA as a tool to evaluate product attributes and shows its value in helping to make marketing decisions. It also shows that there is more than one way to dissect a marketing problem. The original case was solved using segmentation and targeting marketing tools, but this study shows that CA can be used to effectively make marketing decisions on new product development that lead to the same results/decisions as other marketing tools. This study shows original ways of using CA, to dissect a service design problem in new product development and to facilitate both product management and project management.

Psychometric Methods in Marketing Research: Part II, Multidimensional Scaling

1997 ◽  
Vol 34 (2) ◽  
pp. 193 ◽  
Author(s):  
J. Douglas Carroll ◽  
Paul E. Green
Keyword(s):  
Multidimensional Scaling ◽  
Marketing Research ◽  
Psychometric Methods

Portland Trail Blazers

2009 ◽  
pp. 1-10
Author(s):  
Ronald T. Wilcox
Keyword(s):  
Conjoint Analysis ◽  
Marketing Research ◽  
Technical Note ◽  
National Basketball Association ◽  
Season Ticket ◽  
Practical Guide ◽  
Tactical Decisions

Designed to teach conjoint analysis, this case challenges students to make tactical decisions based on marketing research. It should be paired with the technical note “A Practical Guide to Conjoint Analysis” (UVA-M-0675) and that note’s accompanying supplemental PowerPoint file (UVA-M-0675TNP). A National Basketball Association franchise is struggling to increase attendance. It contracts a marketing research firm to conduct a conjoint analysis focusing on several aspects of its season ticket offerings with the hope that it can profitably improve its attractiveness.

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