Extrait
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
- Citation du texte
- Dipl.-Ing. (DH) Michael Lang (Auteur), 2011, Conjoint Analysis in Marketing Research, Munich, GRIN Verlag, https://www.grin.com/document/166538
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