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Conjoint

Conjoint

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Categories:Topics, Art & Design
Published by: pashish00 on Sep 08, 2010
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07/31/2013

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Welcome to Powerpoint slidesfor
Chapter 15Conjoint AnalysisforProduct Design
Marketing ResearchText and Cases
 byRajendra Nargundkar 
 
1. M
arketingmanagersfrequentlywanttoknowwhatutilityaparticularproductfeatureorservicefeaturewillhaveforaconsumer 
.2. C
onjointanalysisisamultivariatetechniquethatcapturestheexactlevelsofutilitythatanindividualcustomerputsonvariousattributesoftheproductoffering
. I
tenablesadirectcomparisonbetweensay,theutilityofapricelevelofRs
. 400
versusRs
.500
,adeliveryperiodof 
1
weekversus
2
weeks,oranaftesalesresponseof 
24
hoursversus
48
hours
.3. O
nceweknowutilitylevelsforeveryattribute(andateverylevel),wecancombinethesetofindthebestcombinationofattributesthatgiveshimthehighestutility,thesecondbestcombinationthatgivesthesecondhighestutility,andsoon
.4. T
hisinformationcanbeusedtodesignaproductoserviceoffering
.5. I
fthisisdoneacrossasampleofcustomerssay,segment-wise,itcanalsobeusedtopredictmarket-share,andtheresponseofcustomerstochangesinthecompetitivestrategythroughchangesinthemarketingelements
.
S
lide 1
 
Slide2
Method
1. T
heresearcherdeterminesasetofattributesandtheilevels,say
3
attributes,eachat
2
levels,whichhefeelsarecriticaldecision-makingvariablesforhisconsumers
.
 Now,allpossiblecombinationsoftheselevelsarelistedout
.2. F
orexample,inareadymadeshirt,pricecouldbeonefactor,atlevelsRs
. 300
orRs
. 350
,storescouldbeexclusiveornon-exclusive,anddesigncouldbechecksorsolidcolours
. W
ewouldthentakeallthepossiblecombinationsasfollows-
1.
Rs
. 300 E
xclusiveStore-
C
hecks
2.
Rs
. 300 E
xclusiveStore-Solid
C
olours
3.
Rs
. 350 E
xclusiveStore-
C
hecks
4.
Rs
. 350 E
xclusiveStore-Solid
C
olours
5.
Rs
. 300
 Non-exclusiveStore-
C
hecks6
.
Rs
. 300
 Non-exclusiveStore-Solid
C
olours7
.
Rs
. 350
 Non-exclusiveStore-
C
hecks
8.
Rs
. 350
 Non-exclusiveStore-Solid
C
olours
3. T
heseeightcombinationcanbepresentedtotherespondentofoursurvey,andheisaskedtorankthecombinationheprefersfromrank 
1
toran
8.4.T
hisformstheinputdataforconjointanalysis
.

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