Conjoint Measurement Methods and Applications
"Conjoint measurement is one of the most significant and most widely recognized methods in science as well as in practice for analyzing marketing problems. It is the foremost device for measuring value-to-customer today." (H. Simon, CEO and Chairman Simon
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Springer-Verlag Berlin Heidelberg GmbH
A. Gustafsson · A. Herrmann · F. Huber
Conjoint Measurement Methods and Applications
~Springer
Prof. Dr. Anders Gustafsson University of Karlstad Center for Service Research 65223 Karlstadt Schweden Prof. Dr. Andreas Herrmann University of Mainz Center for Market-Oriented Product and Production Management 55099 Mainz Germany Dr. Frank Huber University of Mainz Center for Market-Oriented Product and Production Management 55099 Mainz Germany
ISBN 978-3-662-06397-2 Library of Congress Cataloging-in-Publication Data Die Deutsche Bibliothek - CIP-Einheitsaufnahme Conjoint measurement: methods and applications I Anders Gustafsson, Andreas Herrmann, Frank Huber. ISBN 978-3-662-06397-2 ISBN 978-3-662-06395-8 (eBook) DOI 10.1007/978-3-662-06395-8 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer-Verlag Berlin Heidelberg GmbH. Violations are liable for prosecution under the German Copyright Law. © Springer-Verlag Berlin Heidelberg 2000 Originally published by Springer-Verlag Berlin Heidelberg New York in 2000 Softcover reprint of the hardcover I st edition 2000 The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use.
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Table of Contents Foreword ............................................................................................. I PAUL E. GREEN
1.
Conjoint Analysis as an Instrument of Market Research Practice ............................................................................... 5 ANDERS GUSTAFSSON, ANDREAS HERRMANN AND FRANK HUBER
2.
Measurement of Price Effects with Conjoint Analysis: Separating Informational and Allocative Effects ofPrice •••••••...•. 47 VITHALA R. RAO AND HENRIK SATTLER
3.
Developing Business Solutions from Conjoint Analysis .........•..... 67 SID SIMMONS AND MARK ESSER
4.
Market Simulation Using a Probabilistic Ideal Vector Model for Conjoint Data .....................•............................... 97 DANIEL BAIER AND WOLFGANG GAUL
5.
A Comparison of Conjoint Measurement with Self-Explicated Approaches .......................................................... 121 HENRIK SATTLER AND SUSANNE HENSEL-BORNER
6.
New Product Development in the Software Industry: The Role of Conjoint Analysis ...................................................... 135 GIAN LUCA MA
