Conjoint Analysis in Marketing Research

Fundamentals – Methods – Applications – Critical Assessment


Seminar Paper, 2011

26 Pages, Grade: 1,3


Excerpt


Contents

1 Introduction

2 Fundamentals
2.1 Fundamentals of Marketing Research
2.1.1 Market and Marketing Research
2.1.2 Product and Customer Value System
2.2 Fundamentals of Marketing Research Techniques
2.2.1 Preference Measurement Techniques
2.2.2 Conjoint Analysis

3 Conjoint Analysis
3.1 Role of Conjoint Analysis in Marketing Research
3.2 A Conjoint Analysis Survey
3.2.1 Stage 1 - Problem Definition and Attribute List
3.2.2 Stage 2 - Development of a Survey Design Plan
3.2.3 Stage 3 - Execution of the Survey
3.2.4 Stage 4 - Information Analysis
3.2.5 Stage 5 - Presentation of Findings
3.3 Application of Conjoint Analysis for Marketing Strategies

4 Discussion
4.1 Strengths of Conjoint Analysis
4.2 Criticisms on Conjoint Analysis

5 Summary and Prospects
List of Figures
Bibliography

A Marketing Preference Measurement Techniques

B Conjoint Analysis Self-Survey

Excerpt out of 26 pages

Details

Title
Conjoint Analysis in Marketing Research
Subtitle
Fundamentals – Methods – Applications – Critical Assessment
College
AKAD University of Applied Sciences Stuttgart
Grade
1,3
Author
Year
2011
Pages
26
Catalog Number
V166538
ISBN (eBook)
9783640831050
ISBN (Book)
9783640830749
File size
2958 KB
Language
English
Notes
Diese Seminararbeit wurde im Rahmen des berufsbegleitenden Master-Studiengangs "Wirtschaftsinformatik" erstellt.
Keywords
Marketing, Marketing Research, Conjoint, Conjoint Analysis, Marketing Strategy, Marktforschung, Conjoint-Analyse, Marketing-Mix
Quote paper
Dipl.-Ing. (DH) Michael Lang (Author), 2011, Conjoint Analysis in Marketing Research, Munich, GRIN Verlag, https://www.grin.com/document/166538

Comments

  • No comments yet.
Look inside the ebook
Title: Conjoint Analysis in Marketing Research



Upload papers

Your term paper / thesis:

- Publication as eBook and book
- High royalties for the sales
- Completely free - with ISBN
- It only takes five minutes
- Every paper finds readers

Publish now - it's free