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Applied Conjoint Analysis

Authors: Rao, Vithala R.

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  • Presents essential knowledge for marketing science
  • Teaches constraint analysis
  • Suitable as a text book
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  • ISBN 978-3-540-87753-0
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About this book

Conjoint analysis is probably the most significant development in marketing research in the past few decades. It can be described as a set of techniques ideally suited to studying customers’ decision-making processes and determining tradeoffs. Though this book is oriented towards methods and applications of conjoint analysis in marketing, conjoint methods are also applicable for other business and social sciences.

After an introduction to the basic ideas of conjoint analysis the book describes the steps involved in designing a ratings-based conjoint study, it covers various methods for estimating partworth functions from preference ratings data, and dedicates a chapter on methods of design and analysis of conjoint-based choice experiments, where choice is measured directly. Chapter 5 describes several methods for handling a large number of attributes. Chapters 6 through 8 discuss the use of conjoint analysis for specific applications like product and service design or product line decisions, product positioning and market segmentation decisions, and pricing decisions. Chapter 9 collates miscellaneous applications of marketing mix including marketing resource allocation or store location decisions. Finally, Chapter 10 reviews more recent developments in experimental design and data analysis and presents an assessment of future developments.

Table of contents (11 chapters)

Table of contents (11 chapters)

Buy this book

eBook 71,68 €
price for Spain (gross)
  • ISBN 978-3-540-87753-0
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 124,79 €
price for Spain (gross)
  • ISBN 978-3-540-87752-3
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 88,39 €
price for Spain (gross)
  • ISBN 978-3-662-50231-0
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Applied Conjoint Analysis
Authors
Copyright
2014
Publisher
Springer-Verlag Berlin Heidelberg
Copyright Holder
Springer-Verlag Berlin Heidelberg
eBook ISBN
978-3-540-87753-0
DOI
10.1007/978-3-540-87753-0
Hardcover ISBN
978-3-540-87752-3
Softcover ISBN
978-3-662-50231-0
Edition Number
1
Number of Pages
XV, 389
Number of Illustrations
56 b/w illustrations
Topics

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