Sales Forecasting with Conjoint Analysis by Addressing Its Key Assumptions with Sequential Game Theory and Macro-Flow Modeling

David B. Whitlark and Scott M. Smith
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David B. Whitlark: Brigham Young University
Scott M. Smith: Brigham Young University

Chapter 18 in Conjoint Measurement, 2007, pp 363-370 from Springer

Abstract: Abstract Conjoint analysis is a research tool for assessing market potential, predicting market share and forecasting sales of new or improved products and services. In general, conjoint analysis follows a two-step process, i.e., (1) estimating utilities for varying levels of product features and (2) simulating marketplace preferences for established, improved, and/or new products. Conjoint analysis was introduced in the 1970s (Green and Rao 1971) and by 1980 had logged more than 1000 commercial applications (Cattin and Wittink 1982). During the 1980s usage increased tenfold (Wittink and Cattin 1989). Today it may be the most widely used quantitative product development tool in the U.S. and Europe (Wittink, Vriens, and Burhenne 1994).

Keywords: Conjoint Analysis; Energy Drink; Choice Probability; Game Tree; Competitive Reaction (search for similar items in EconPapers)
Date: 2007
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DOI: 10.1007/978-3-540-71404-0_18

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