Conjoint Measurement Analysis

Wolfgang Härdle () and Leopold Simar
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Wolfgang Härdle: Humboldt-Universität zu Berlin, CASE — Center for Applied Statistics and Economics, Institut für Statistik und Ökonometrie

Chapter 16 in Applied Multivariate Statistical Analysis, 2003, pp 393-406 from Springer

Abstract: Abstract Conjoint Measurement Analysis plays an important role in marketing. In the design of new products it is valuable to know which components carry what kind of utility for the customer. Marketing and advertisement strategies are based on the perception of the new product’s overall utility. It can be valuable information for a car producer to know whether a change in sportiness or a change in safety equipment is perceived as a higher increase in overall utility. The Conjoint Measurement Analysis is a method for attributing utilities to the components (part worths) on the basis of ranks given to different outcomes (stimuli) of the product. An important assumption is that the overall utility is decomposed as a sum of the utilities of the components.

Keywords: Design Matrix; Preference Ordering; Conjoint Analysis; Test Person; Profile Method (search for similar items in EconPapers)
Date: 2003
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DOI: 10.1007/978-3-662-05802-2_16

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