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Conjoint Books

Conjoint Books. Krieger, Abba, Paul Green, and Jerry Wind (2004), Adventures in Conjoint Analysis: A Practitioner’s Guide to Trade-Off Modeling and Applications, free online at: http://marketing.wharton.upenn.edu/people/faculty/green/green_monograph.cfm

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Conjoint Books

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  1. Conjoint Books • Krieger, Abba, Paul Green, and Jerry Wind (2004), Adventures in Conjoint Analysis: A Practitioner’s Guide to Trade-Off Modeling and Applications, free online at:http://marketing.wharton.upenn.edu/people/faculty/green/green_monograph.cfm • Also go to John Hauser’s website at MIT for his “Note on Conjoint Analysis”http://www.mit.edu/~hauser/Papers/NoteonConjointAnalysis.pdf • Louviere, Jordan J. (1988), Analyzing Decision Making: Metric Conjoint Analysis, Sage. • Orme, Bryan K. (2010), Getting Started with Conjoint Analysis: Strategies for Product Design and Pricing Research (2nd ed.), Madison, WI: Research Publishers.

  2. Early Articles • Green, Paul E. (1974), "On the Design of Choice Experiments Involving Multifactor Alternatives," Journal of Consumer Research, 1, 61-68. (describes fractional factorials)  • Green, Paul E. and V. R. Rao (1971), "Conjoint Measurement for Quantifying Judgmental Data," Journal of Marketing Research, 8, 355-361. • Green, Paul E. and Yoram Wind (1975), "New Way to Measure Consumers' Judgments," Harvard Business Review, July-Aug., 107-117.  • Johnson, Richard M. (1974), "Trade-Off Analysis of Consumer Values," Journal of Marketing Research, 11, 121-127. • Luce, R. Duncan, and John W. Tukey (1964), "Simultaneous Conjoint Measurement: A New Type of Fundamental Measurement," Journal of Mathematical Psychology, 1,1-27.

  3. Articles as Conjoint Progressed • Carmone, Frank J., Paul E. Green, and Arun K. Jain (1978), “Robustness of Conjoint Analysis: Some Monte Carlo Results,” Journal of Marketing Research, 15 (May), 300-303. (metric does almost as well as nonmetric, yay!) • Cattin, Philippe, and Dick R. Wittink (1982), "Commercial Use of Conjoint Analysis: A Survey," Journal of Marketing, 46, 44-53. • Green, Paul E., and V. Srinivasan (1978), "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, 5, 103-123. • Green, Paul E., and V. Srinivasan (1990), "Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice," Journal of Marketing, 3-19. • Wittink, Dick R. and Philippe Cattin (1981), “Alternative Estimation Methods for Conjoint Analysis: A Monte Carlo Study," Journal of Marketing Research, 18 (Feb.), 101-106. (anova wins for all situations except when there’s “a dominant attribute”, but then if that is true, it’s pretty easy to see, again, yay!)

  4. Applications • Currim, Imran S., Charles B. Weinberg, and Dick R. Wittink (1981), “Design of Subscription Programs for a Performing Arts Series," Journal of Consumer Research, 8 (June), 67-75. • Iacobucci, Dawn, Lawrence Van Horn, and Steve Hoeffler (2010), “The Politics of Health Care,” Journal of Medical Marketing, 10 (4), 305-311. • Ostrom, Amy and Dawn Iacobucci (1995), “Consumer Trade-Offs and the Evaluation of Services,” Journal of Marketing, 59 (January), 17-28. • Page, Albert L. and Harold F. Rosenbaum (1987), “Redesigning Product Lines with Conjoint Analysis: How Sunbeam Does It,” Journal of Product Innovation Management, 4, 120-137.

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