Overview
- Editors:
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Anders Gustafsson
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Center for Service Research, University of Karlstad, Karlstad, Sweden
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Andreas Herrmann
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MCM Institute for Media and Communications Management, University of St. Gallen, St. Gallen, Switzerland
University of Mainz, Germany
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Frank Huber
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Lehrstuhl für Betriebswirtschaftslehre und Marketing, University of Mainz, Mainz, Germany
- Latest developments in conjoint analysis which is the most important multivariate technique in marketing
- Covers all hot topics in the field
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Table of contents (21 chapters)
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- Claus Kolvenbach, Stefanie Krieg, Claudio Felten
Pages 523-540
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- Dick R. Wittink, Sev K. Keil
Pages 541-564
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Back Matter
Pages 565-568
About this book
by Paul E. Green I am honored and pleased to respond to authors request to write a Fore word for this excellent collection of essays on conjoint analysis and related topics. While a number of survey articles and sporadic book chapters have appeared on the subject, to the best of my knowledge this book represents the first volume of contributed essays on conjoint analysis. The book re flects not only the geographical diversity of its contributors but also the variety and depth of their topics. The development of conjoint analysis and its application to marketing and business research is noteworthy, both in its eclectic roots (psychometrics, statistics, operations research, economics) and the fact that its development reflects the efforts of a large variety of professionals - academics, market ing research consultants, industry practitioners, and software developers. Reasons for the early success and diffusion of conjoint analysis are not hard to find. First, by the early sixties, precursory psychometric techniques (e.g., multidimensional scaling and correspondence analysis, cluster analy sis, and general multivariate techniques) had already shown their value in practical business research and application. Second, conjoint analysis pro vided a new and powerful array of methods for tackling the important problem of representing and predicting buyer preference judgments and choice behavior - clearly a major problem area in marketing.
Reviews
From the reviews:
"The aim of this book is to reflect the substantial research and recent developments done in Conjoint Analysis. Leading scientists present theory, models and applications to marketing and business research. This book of 21 essays contains latest developments in conjoint modeling, a number of comparisons and cross validation studies." (Edward M. Psyadlo, Zentralblatt MATH, Vol. 1059 (10), 2005)
Editors and Affiliations
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Center for Service Research, University of Karlstad, Karlstad, Sweden
Anders Gustafsson
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MCM Institute for Media and Communications Management, University of St. Gallen, St. Gallen, Switzerland
Andreas Herrmann
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University of Mainz, Germany
Andreas Herrmann
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Lehrstuhl für Betriebswirtschaftslehre und Marketing, University of Mainz, Mainz, Germany
Frank Huber