Applications to a Miscellany of Marketing Problems

Vithala R. Rao ()
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Vithala R. Rao: S. C. Johnson Graduate School of Management Cornell University, Deane Malott Professor of Management (Emeritus)

Chapter 12 in Applied Conjoint Analysis, 2026, pp 399-428 from Springer

Abstract: Abstract We have seen applications of conjoint analysis to marketing problems such as product design, market segmentation, product positioning, and pricing. We have also seen that conjoint simulators have been quite helpful in dealing with these questions. In this process, we have tangentially dealt with the design of appropriate competitive strategies. The objective of this chapter is to present an overview of several other applications to demonstrate the versatility of the methodology of conjoint analysis for general research in marketing.

Keywords: Nash equilibrium; Market share; Customer satisfaction; Purchase intention; Conjoint analysis (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-00894-7_12

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