金色简洁商务PPT模版(31P).pptx

Conjoint Analysis, Related Modeling, and ApplicationsAuthors: John R. Hauser Vithala R. RaoPresenter: jellylover Contents0308091820PageIntroductionBasic elements their evolutionSummary conclusionsOriginschallenges12345 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.Origins: papers123 IntroductionExample:Processes of Conjoint Analysis IntroductionConsider an example…Price?Brand name?Only available online?1 brand nameretail price (yuan)only available onlineRespondents evaluation (rank number)1mi1699Y32Motorola1699Y13HTC1699Y24mi1999Y125Motorola1999Y116HTC1999Y107mi2499Y148Motorola2499Y159HTC2499Y1310mi1699N611Motorola1699N412HTC1699N513mi1999N914Motorola1999N715HTC1999N816mi2499N1717Motorola2499N1618HTC2499N18Experimental Design for evaluation of a Xiao Mi2 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.3For more information about MONOTONIC REGRESSION, please refer to:Green, Paul E. and V. Srinivasan (1978), “Conjoint Analysis in Consumer Research: Issues and Outlook,” Journal of Consumer Research, 5, 2, (September), 103-123. Only Available OnlineRetail PriceBrand nameBrand nameRetail PriceOnly Available OnlineU