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Discrete Choice Experiments in Marketing

Use of Priors in Efficient Choice Designs and Their Application to Individual Preference Measurement

  • Book
  • © 1997

Overview

Authors:
  1. Klaus Zwerina

    1. Hilden, Germany

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Part of the book series: Contributions to Management Science (MANAGEMENT SC.)

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Table of contents (6 chapters)

  1. Front Matter

    Pages I-XIII
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  2. Introduction

    • Klaus Zwerina
    Pages 1-10

  3. Review of Linear Design and Discrete Choice Models

    • Klaus Zwerina
    Pages 11-44

  4. Designs for Discrete Choice Models

    • Klaus Zwerina
    Pages 45-57

  5. Using Priors in Choice Designs

    • Klaus Zwerina
    Pages 59-74

  6. Individual Choice Models

    • Klaus Zwerina
    Pages 75-96

  7. Conclusion

    • Klaus Zwerina
    Pages 97-104

  8. Back Matter

    Pages 105-173
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Keywords

About this book

The chapter starts with a positioning of this dissertation in the marketing discipline. It then provides a comparison of the two most popular methods for studying consumer preferences/choices, namely conjoint analysis and discrete choice experiments. Chapter 1 continues with a description of the context of discrete choice experiments. Subsequently, the research problems and the objectives ofthis dissertation are discussed. The chapter concludes with an outline of the organization of this dissertation. 1. 1 Positioning of the Dissertation During this century, increasing globalization and technological progress has forced companies to undergo rapid and dramatic changes-for some a threat, for others it offers new opportunities. Companies have to survive in a Darwinian marketplace where the principle of natural selection applies. Marketplace success goes to those companies that are able to produce marketable value, Le. , products and services that others are willing to purchase (Kotler 1997). Every company must be engaged in new-product development to create the new products customers want because competitors will do their best to supply them. Besides offering competitive advantages, new products usually lead to sales growth and stability. As household incomes increase and consumers become more selective, fmns need to know how consumers respond to different features and appeals. Successful products and services begin with a thorough understanding of consumer needs and wants. Stated otherwise, companies need to know about consumer preferences to manufacture tailor-made products, consumers are willing to buy.

Authors and Affiliations

  • Hilden, Germany

    Klaus Zwerina

Bibliographic Information

  • Book Title: Discrete Choice Experiments in Marketing

  • Book Subtitle: Use of Priors in Efficient Choice Designs and Their Application to Individual Preference Measurement

  • Authors: Klaus Zwerina

  • Series Title: Contributions to Management Science

  • DOI: https://doi.org/10.1007/978-3-642-50013-8

  • Publisher: Physica Heidelberg

  • eBook Packages: Springer Book Archive

  • Copyright Information: Springer-Verlag Berlin Heidelberg 1997

  • Softcover ISBN: 978-3-7908-1045-5Published: 14 October 1997

  • eBook ISBN: 978-3-642-50013-8Published: 29 June 2013

  • Series ISSN: 1431-1941

  • Series E-ISSN: 2197-716X

  • Edition Number: 1

  • Number of Pages: XIII, 173

  • Number of Illustrations: 5 b/w illustrations

  • Topics: Marketing, Statistics for Business, Management, Economics, Finance, Insurance, Economics, general

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