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Conjoint analysis in marketing research applications

Author: YangYing
Tutor: SunHuiJun
School: Dongbei University of Finance
Course: Statistics
Keywords: Conjoint Analysis Full - contour method Ideal point model Property of the relative importance of
CLC: F713.5
Type: Master's thesis
Year: 2003
Downloads: 498
Quote: 10
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Abstract


Conjoint analysis method widely used method as marketing research in a very , very competent to estimate the relative importance of consumers to detailed definition of a product or service ( such as products, brands , shops , etc. ) and attributes evaluation of the level of utility . Although conjoint analysis has been very popular in developed countries , but in our country, because of the marketing research is still a relatively new field , and thus a joint analysis also little known . In this joint analysis method , and then discuss the Joint Analysis of some of the problems in the application of conjoint analysis to illustrate the practical application , and finally to the joint analysis of the case of Shanghai GM Sail sedan market . This paper is divided into three chapters , the main contents include: The first chapter introduces the conjoint analysis method . First introduced the joint development of analytical methods and basic concepts ; followed by a simple example describes the basic steps of conjoint analysis application ; Finally, the orthogonal experimental design . The second chapter discusses foreign joint analysis in the application of some of the issues related to research . Joint analysis applications , there are many issues to be studied , which mainly involves the choice of the preference model ; method of data collection ; the full contour constructed stimulation group ; joint analysis software . Chapter empirical analysis section , in order to understand the degree of attention of the consumer of the property of the Sail sedan , in order to better market positioning . In this section using the conjoint analysis method made ??Shanghai GM Sail sedan market case studies . The main utility values ??and attributes of the groups and individuals ; relative importance of market segmentation and market share , and price changes ; Finally, application problems and recommendations .

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Market
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