Conjoint Analysis, Related Modeling, and Applications Authors: John R. Hauser & Vithala R. Rao Presenter: jellylover Contents 03 08 09 18 20 Page Introduction Basic elements & their evolution Summary & conclusions Origins challenges 1 2 3 4 5 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: papers 1 2 3 Introduction Example: Processes of Conjoint Analysis Introduction Consider an example… Price? Brand name? Only available online? 1 Experimental Design for evaluation of a Xiao Mi 2 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. 3 For 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. 。。。以下略