Conjoint Measurement

1. Front Matter

   Pages I-3

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2. Conjoint Analysis as an Instrument of Market Research Practice

   • Anders Gustafsson, Andreas Herrmann, Frank Huber

   Pages 5-46

3. Measurement of Price Effects with Conjoint Analysis: Separating Informational and Allocative Effects of Price

   • Vithala R. Rao, Henrik Sattler

   Pages 47-66

4. Developing Business Solutions from Conjoint Analysis

   • Sid Simmons, Mark Esser

   Pages 67-96

5. Measuring the Credibility of Product-Preannouncements with Conjoint Analysis

   • Henrik Sattler, Karsten Schirm

   Pages 97-122

6. Market Simulation Using a Probabilistic Ideal Vector Model for Conjoint Data

   • Daniel Baier, Wolfgang Gaul

   Pages 123-146

7. A Comparison of Conjoint Measurement with Self-Explicated Approaches

   • Henrik Sattler, Susanne Hensel-Börner

   Pages 147-159

8. New Product Development in the Software Industry: The Role of Conjoint Analysis

   • Gian Luca Marzocchi, Sergio Brasini, Marcello Rimessi

   Pages 161-186

9. Non-geometric Plackett-Burman Designs in Conjoint Analysis

   • Ola Blomkvist, Fredrik Ekdahl, Anders Gustafsson

   Pages 187-207

10. On the Influence of the Evaluation Methods in Conjoint Design — Some Empirical Results

    • Frank Huber, Andreas Herrmann, Anders Gustafsson

    Pages 209-234

11. The Value of Extent-of-Preference Information in Choice-based Conjoint Analysis

    • Terry Elrod, Keith Chrzan

    Pages 235-249

12. Confounding of Effects in Rank-Based Conjoint-Analysis

    • Thorsten Teichert

    Pages 251-276

13. A Multi-trait Multi-Method Validity Test of Partworth Estimates

    • Wagner Kamakura, Muammer Ozer

    Pages 277-303

14. Adaptive Conjoint Analysis: Understanding the Methodology and Assessing Reliability and Validity

    • Andreas Herrmann, Dirk Schmidt-Gallas, Frank Huber

    Pages 305-329

15. Conjoint Preference Elicitation Methods in the Broader Context of Random Utility Theory Preference Elicitation Methods

    • Jordan Louviere, David Hensher, Joffre Swait

    Pages 331-370

16. Conjoint Choice Experiments: General Characteristics and Alternative Model Specifications

    • Rinus Haaijer, Michel Wedel

    Pages 371-412

17. Using Conjoint Choice Experiments to Model Consumer Choices of Product Component Packages

    • Benedict G. C. Dellaert, Aloys W. J. Borgers, Jordan J. Louviere, Harry J. P. Timmermans

    Pages 413-440

18. Latent Class Models for Conjoint Analysis

    • Venkatram Ramaswamy, Steven H. Cohen

    Pages 441-472

19. A Generalized Normative Segmentation Methodology Employing Conjoint Analysis

    • Wayne S. DeSarbo, Christian F. DeSarbo

    Pages 473-504

20. Dealing with Product Similarity in Conjoint Simulations

    • Joel Huber, Bryan Orme, Richard Miller

    Pages 505-522

by Paul E. Green I am honored and pleased to respond to authors request to write a Fore­ word for this excellent collection of essays on conjoint analysis and related topics. While a number of survey articles and sporadic book chapters have appeared on the subject, to the best of my knowledge this book represents the first volume of contributed essays on conjoint analysis. The book re­ flects not only the geographical diversity of its contributors but also the variety and depth of their topics. The development of conjoint analysis and its application to marketing and business research is noteworthy, both in its eclectic roots (psychometrics, statistics, operations research, economics) and the fact that its development reflects the efforts of a large variety of professionals - academics, market­ ing research consultants, industry practitioners, and software developers. Reasons for the early success and diffusion of conjoint analysis are not hard to find. First, by the early sixties, precursory psychometric techniques (e.g., multidimensional scaling and correspondence analysis, cluster analy­ sis, and general multivariate techniques) had already shown their value in practical business research and application. Second, conjoint analysis pro­ vided a new and powerful array of methods for tackling the important problem of representing and predicting buyer preference judgments and choice behavior - clearly a major problem area in marketing.

• Brand
• Evaluation
• Market research
• business
• calculus
• design
• development
• game theory
• marketing
• modeling
• optimization
• preference measurement
• product development
• utility
• utility theory

From the reviews:

"The aim of this book is to reflect the substantial research and recent developments done in Conjoint Analysis. Leading scientists present theory, models and applications to marketing and business research. This book of 21 essays contains latest developments in conjoint modeling, a number of comparisons and cross validation studies." (Edward M. Psyadlo, Zentralblatt MATH, Vol. 1059 (10), 2005)

• Center for Service Research, University of Karlstad, Karlstad, Sweden

  Anders Gustafsson

• MCM Institute for Media and Communications Management, University of St. Gallen, St. Gallen, Switzerland

  Andreas Herrmann

• University of Mainz, Germany

  Andreas Herrmann

• Lehrstuhl für Betriebswirtschaftslehre und Marketing, University of Mainz, Mainz, Germany

  Frank Huber

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