Theory and Design of Conjoint Studies (Ratings Based Methods)

Vithala R. Rao
Additional contact information
Vithala R. Rao: Cornell University

Chapter Chapter 2 in Applied Conjoint Analysis, 2014, pp 37-78 from Springer

Abstract: Abstract The basic principles of designing a marketing research study will apply to any study that uses conjoint analysis. Differences arise in the conceptual foundations. The conceptual model of conjoint analysis is quite straightforward; it postulates that the utility of a multi-attributed item can be decomposed into specific contributions of each attribute and possibly their interactions. The approach is easy to implement if the number of attributes is small. But, problems arise in most practical problems because of the large number of possible hypothetical alternatives for a given problem. In general, only a subset of possible alternatives is chosen for the study. Experimental design methods exist for selecting such subsets.

Keywords: Orthogonal Array; Attribute Level; Conjoint Analysis; Fractional Factorial Design; Categorical Attribute (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-87753-0_2

Ordering information: This item can be ordered from
http://www.springer.com/9783540877530

DOI: 10.1007/978-3-540-87753-0_2

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().