"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." (H. Simon, CEO and Chairman Simon, Kucher & Partners) 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)
Foreword
Chapter 1 : Conjoint Analysis as an Instrument of Market Research Practice
Chapter 2 : Measurement of Price Effects with Conjoint Analysis : Separating Informational and Allocative Effects of Price
Chapter 3 : Developing Business Solutions from Conjoint Analysis
Chapter 4 : Market Simulation Using a Probabilistic Ideal Vector Model for Conjoint Data
Chapter 5 : A Comparison of Conjoint Measurement with Self-Explicated Approaches
Chapter 6 : New Product Development in the Software Industry : The Role of Conjoint Analysis
Chapter 7 : Non-Geometric Plackett-Burman Designs in Conjoint Analysis
Chapter 8 : On the Influence of the Evaluation Methods in Conjoint Design : Some Empirical Results
Chapter 9 : The Value of Extent-of-Preference Information in Choice-Based Conjoint Analysis
Chapter 10 : A Multi-Trait Multi-Method Validity Test of Partworth Estimates
Chapter 11 : Adaptive Conjoint Analysis : Understanding the Methodology and Assessing Reliability and Validity
Chapter 12 : Conjoint Preference Elicitation Methods in the Broader Context of Random Utility Theory Preference Elicitation Methods
Chapter 13 : Conjoint Choice Experiments : General Characteristics and Alternative Model Specifications
Chapter 14 : Latent Class Models for Conjoint Analysis
Chapter 15 : Dealing with Product Similarity in Conjoint Simulations
Chapter 16 : Continuous Conjoint Analysis
Author Index
