Contributions to Management Science

Discrete Choice Experiments in Marketing

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

Authors: Zwerina, Klaus

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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.

Table of contents (6 chapters)

Buy this book

eBook $74.99
price for USA (gross)
  • ISBN 978-3-642-50013-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $99.00
price for USA
  • ISBN 978-3-7908-1045-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

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
Series Title
Contributions to Management Science
Copyright
1997
Publisher
Physica-Verlag Heidelberg
Copyright Holder
Springer-Verlag Berlin Heidelberg
eBook ISBN
978-3-642-50013-8
DOI
10.1007/978-3-642-50013-8
Softcover ISBN
978-3-7908-1045-5
Series ISSN
1431-1941
Edition Number
1
Number of Pages
XIII, 173
Number of Illustrations and Tables
5 b/w illustrations
Topics