cam a22 2 4500 317108565 CHVBK 20201009031809.0 cr nn|008mamaa 140220s2014 xx -----s---- 0 0-eng-d 978-3-540-87752-3 print 978-3-540-87753-0 eISBN 10.1007/978-3-540-87753-0 doi (OCoLC)876169736 (IDSSG)000655590 Springer ger SzZuIDS HSG kids HF5410-5417.5 BUS043000 bisacsh 658.8 23 CH0019609374B27203E95C1257F07007034F3 iCapture Applied Conjoint Analysis by Vithala R. Rao Berlin, Heidelberg Springer Berlin Heidelberg 2014 Online-Ressource Text txt rdacontent/ger Computermedien c rdamedia/ger Online-Ressource cr rdacarrier/ger Conjoint analysis is probably the most significant development in marketing research in the past few decades. It can be described as a set of techniques ideally suited to studying customers' decision-making processes and determining tradeoffs. Though this book is oriented towards methods and applications of conjoint analysis in marketing, conjoint methods are also applicable for other business and social sciences. After an introduction to the basic ideas of conjoint analysis the book describes the steps involved in designing a ratings-based conjoint study, it covers various methods for estimating partworth functions from preference ratings data, and dedicates a chapter on methods of design and analysis of conjoint-based choice experiments, where choice is measured directly. Chapter 5 describes several methods for handling a large number of attributes. Chapters 6 through 8 discuss the use of conjoint analysis for specific applications like product and service design or product line decisions, product positioning and market segmentation decisions, and pricing decisions. Chapter 9 collates miscellaneous applications of marketing mix including marketing resource allocation or store location decisions. Finally, Chapter 10 reviews more recent developments in experimental design and data analysis and presents an assessment of future developments. Economics Economics Statistics Marketing Operations research Rao Vithala R. https://doi.org/10.1007/978-3-540-87753-0 Volltext für Angehörige der Universität St. Gallen / FHS St. Gallen BK020053 XK020053 XK020000 noalma ids I IDSSG HSG HSG ONL HONL000655590 IDSSG HFHS HFHS ONL HONL000655590 IDSSG 700 1- Rao Vithala R. IDSSG 856 4- https://doi.org/10.1007/978-3-540-87753-0 Volltext für Angehörige der Universität St. Gallen / FHS St. Gallen SWISSBIB 317108565