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This question has been closed, and points have been awarded.
| Does Conjoint Analysis Work For You? |
| Posted By: bennydunreallycare on 8/18/2007 12:34 AM (CST) |
400 Points |
Hi everyone,
I'm doing a presentation to discuss on conjoint analysis with my cohort.
Conjoint analysis started in the 70s due to strong influence of behavioral science (Primarily psychometric and mathematical psychology)
(Together with conjoint analysis, Multidimensional scaling, perceptual mapping and cluster analysis where also introduced during that time) Just abit of history to share :)
Basically what I understand so far is that : it's trying to answer the basic question : Why does consumers prefer one brand over another?
The 4 techniques used are (I read so far..):
1) Full profile technique
2) CASEMAP procedure
3) Hybrid techiniques where respondents perform self explicated evaluations
4) Adaptive conjoint analysis (Sawtooth software)
This is my peronal summary of from some readings. What I would like to ask is:
1) Did I mention something wrong?
2) Do you guys use conjoint analysis? If yes- Which type do you use & do you use it stand-alone or with other mktg tools? If no - why? (also may i ask which industry find this analysis useless )
Basically, I'm interested to understand "real-life perspective" towards conjoint analysis from marketing practitioners in various industries. So I can try to give good recommendations to my class during my "Relevance to Managers" part, rather than just telling them what research thinks how it helps managers. :)
Thanks for your time reading my lengthy question.
Sincerely,
Benny
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