Getting started with conjoint analysis : strategies for product design and pricing research /

Getting started with conjoint analysis : strategies for product design and pricing research /

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Bibliographic Details
Author / Creator:	ORME, BRYAN K.
Edition:	2nd ed.
Imprint:	Madison, WI : Research Publishers, c2010.
Description:	xviii, 210 p. : ill. ; 24 cm.
Language:	English
Subject:	Conjoint analysis (Marketing) Market surveys. Conjoint analysis (Marketing) Market surveys.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/8283603

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ISBN:	9780972729772 0972729771
Notes:	Includes bibliographical references (p. 201-205) and index.
Summary:	"Offers a practical, accessible introduction to conjoint analysis appropriate for business managers involved in marketing and strategic planning, research analysts, and university students"--Page ix.

Table of Contents:

Managerial overview of conjoint analysis
Understanding the value of conjoint analysis
A short history of conjoint analysis
Choosing a conjoint method
Formulating attributes and levels in conjoint analysis
Sample size issues for conjoint analysis
Traditional conjoint analysis with Excel
Interpreting the results of conjoint analysis
Market simulators for conjoint analysis
Maximum difference scaling
Adaptive choice-based conjoint
How conjoint analysis is used in industry.