金色放大镜与科技数据背景.pptx

;Contents;R. Duncan Luce and John W. Tukey, “Simultaneous Conjoint Measurement: A New Type of Fundamental Measurement,” Journal of Mathematical Psychology, February 1964, p.I. ? The first marketing-oriented paper on conjoint measurement was by Paul E. Green and Vithala R. Rao, “Conjoint Measurement for quantifying judgmental Data,” Journal of Marketing Research, August 1971, p. 355. Accordingly, it now seems useful to adopt the name, “conjoint analysis”to cover models and techniques that emphasize the transformation of subjective responses into estimated parameters. Green, Paul E. and V. Srinivasan (1978), “Conjoint Analysis in Consumer Research: Issues and Outlook,” Journal of Consumer Research, 5, 2, (September), 103-123.;;;;We assumed that the overall preference was an additive sum of the “partworths” of the features, represented each feature by a series of dummy variables, used monotonic regression to estimate the contribution of each feature to overall preference.;Only Available Online;;;;;The function by which the elemental decomposition is mapped onto overall preference;;Combinations of physical models, photographs and verbal descriptions (Wind, et al., 1989);;;;;Formats of Data Collection;Formats of Data Collection;Formats of Data Collection;Formats of Data Collection;;;;;;;You can find a copy of the papers listed in the slides by sending an Email to lincoln@pku.edu.cn;