CAUSALITY MODELING FOR CONJOINT ANALYSIS : A study on the method of conjoint analysis Part 1

The Concept of Conjoint Analysis

1. Predicting the profitability and/or market share for proposed new product concepts given the current offering of competitors. 2. Predicting the impact of new competitor products on profits or market share if we make no change in our competitive position. 3. Predicting customer switch rates either from our current products to new products we offer (cannibalism), or from our competitors’ produ...

Developments in Conjoint Analysis

Conjoint Analysis: Marketing Engineering

Table of

Incentive-aligned Conjoint Analysis

Because most conjoint studies are conducted in hypothetical situations with no consumption consequences for the participants, the extent to which the studies are able to uncover “true” consumer preference structures is questionable. Experimental economics literature, with its emphasis on incentive alignment and hypothetical bias, suggests that more realistic incentivealigned studies will result...

Evaluating Consumer Preferences for Medicare Part D Using Conjoint Analysis