 |
CONJOINT ANALYSIS AND TABULATION |
|
|
Conjoint analysis, also called multiattribute compositional models, is a statistical technique that originated in mathematical psychology and was developed by marketing professor Paul Green at the Wharton School of the University of Pennsylvania.
Today it is used in many of the social sciences and applied sciences including marketing, product management, and operations research.
The objective of conjoint analysis is to determine what combination of a limited number of attributes is most preferred by respondents.
It is used frequently in testing customer acceptance of new product designs and assessing the appeal of advertisements. It has been used in product positioning, but there are some problems with this application of the technique.
Recently, new alternatives such as Evolutionary Algorithms (see IDDEA - Interactive Discovery & Design by Evolutionary Algorithms) have been used in market research. Based on those factors strategic company decisions can be made ensuring the full benefit of conjoint analysis. |
|
|
|
|
|