An integrated hierarchical survey for a large-scale conjoint study for mobile phones

Jong Seok Kim and So Young Sohn

Journal of Global Scholars of Marketing Science, 2015, vol. 25, issue 4, 314-337

Abstract: Recent trends in the mobile phone industry have significantly influenced the application of multi-attribute preference measurement techniques (conjoint analysis). As mobile phones become more complex and as consumers become more informed about a large number (10 or more) of product attributes in developed and emerging countries, the aim of this study - to reduce the number and complexity of the questions asked of the consumer - has led the authors to propose an integrated hierarchical survey design to be used with the Kano model for large-scale conjoint analysis. This method was used to determine the high utility levels of the key attributes of mobile phones in a mature and emerging market. The results of this study were successfully implemented for product planning, product development and marketing by a mobile phone company through utilization of the results to set prices, prioritize features and provide guidelines for selecting target market segments.

Date: 2015
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DOI: 10.1080/21639159.2015.1073420

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