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Record Nr. |
UNINA9911049189103321 |
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Autore |
Rao Vithala R |
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Titolo |
Applied Conjoint Analysis : From Product and Service Design to Market and Pricing Strategies / / by Vithala R. Rao |
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Pubbl/distr/stampa |
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Cham : , : Springer Nature Switzerland : , : Imprint : Springer, , 2026 |
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ISBN |
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Edizione |
[2nd ed. 2026.] |
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Descrizione fisica |
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1 online resource (793 pages) |
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Collana |
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Springer Texts in Business and Economics, , 2192-4341 |
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Disciplina |
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Soggetti |
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Marketing research |
Business intelligence |
Statistics |
Big data |
Market Research and Competitive Intelligence |
Statistics in Business, Management, Economics, Finance, Insurance |
Big Data |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di contenuto |
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Chapter 1 Introduction -- Chapter 2 Relevant Consumer Behavior Paradigms -- Chapter 3 Theory Design of Ratings-Based Conjoint Studies -- Chapter 4 Analysis and Utilization of Ratings-Based Conjoint Data -- Chapter 5 Choice Based Conjoint Studies: Design and Analysis -- Chapter 6 Methods for a Large Number of Attributes -- Chapter 7 Advance Methods of Analysis (Machine-Learning and other) -- Chapter 8 Non-compensatory Models for Conjoint Analysis -- Chapter 9Applications for Products and Service Design and Market Segmentation -- Chapter 10 Applications for Product Positioning and Market Segmentation -- Chapter 11 Applications for Pricing Decisions -- Chapter 12 Applications to a Miscellany of Marketing Problems -- Chapter 13 Conjoint Analysis with Other Types of Data -- Chapter 14 Recent Developments and Future Outlook -- Chapter15An Interdisciplinary Review of Research in Conjoint Analysis:Recent Developments and Directions for Future Research -- Chapter16 Sawtooth Software’s Influence on the Conjoint Analysis Industry. |
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Sommario/riassunto |
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This book provides different applications and methods of conjoint |
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analysis in marketing. It gives an introduction into the basic ideas of conjoint analysis and describes the steps involved in designing a ratings-based conjoint study. This new revised second edition offers newer methods for estimating utility functions for products with multiple attributes such as Best-Worst Scaling, incorporating non-compensatory aspects, and auction methods. It features new chapters on advanced methods of analysis (e.g., machine-learning based and others) and conjoint analysis with other types of data such as eye tracking, visual design evaluations, search data and GPT, among others. While the focus of the book is on methods in marketing, these methods are also applicable for other business and social sciences. This book is useful to academics, researchers, and scholars applied marketing science. This book is also suitable as a textbook for quantitative marketing coursework. |
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