Discrete Choice Experiments in Marketing: Use of Priors in Efficient Choice Designs and Their Application to Individual Preference Measurement

Name: Discrete Choice Experiments in Marketing: Use of Priors in Efficient Choice Designs and Their Application to Individual Preference Measurement
Brand: Springer
SKU: 9783790810455
Price: 3633.0 INR
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by Klaus Zwerina

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ISBN13: 9783790810455
Binding: Paperback
Subject: N/A
Publisher: Springer
Publisher Imprint: Physica-Verlag
Publication Date: October 14, 1997
Pages: 173
Original Price: EUR 49.99
Language: English
Edition: N/A
Item Weight: 333 grams
BISAC Subject(s): General, Marketing / Research, and Advertising & Promotion

About The Book

The chapter starts with a positioning of this dissertation in the marketing discipline. It then provides a comparison of the two most popular methods for studying consumer preferences/choices, namely conjoint analysis and discrete choice experiments. Chapter 1 continues with a description of the context of discrete choice experiments. Subsequently, the research problems and the objectives ofthis dissertation are discussed. The chapter concludes with an outline of the organization of this dissertation. 1. 1 Positioning of the Dissertation During this century, increasing globalization and technological progress has forced companies to undergo rapid and dramatic changes-for some a threat, for others it offers new opportunities. Companies have to survive in a Darwinian marketplace where the principle of natural selection applies. Marketplace success goes to those companies that are able to produce marketable value, Le., products and services that others are willing to purchase (Kotler 1997). Every company must be engaged in new-product development to create the new products customers want because competitors will do their best to supply them. Besides offering competitive advantages, new products usually lead to sales growth and stability. As household incomes increase and consumers become more selective, fmns need to know how consumers respond to different features and appeals. Successful products and services begin with a thorough understanding of consumer needs and wants. Stated otherwise, companies need to know about consumer preferences to manufacture tailor-made products, consumers are willing to buy.

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