Chapter 10 Conjoint analysis with product-positioning applications

Publisher Summary This chapter provides the OR/MS researcher with an overview of conjoint's origins, foundations and progress, culminating in prescriptive models for optimal product-positioning. Its evolution has moved beyond initial preoccupation with utility measurement and buyer-choice simulations to interest in product design, market segmentation, and competitive strategy. OR/MS researchers are probably less knowledgeable with the more plebeian methodology of conjoint analysis, a multi attribute utility-measurement approach applied primarily by marketing researchers. Conjoint researchers are usually concerned with the more day-to-day decisions of consumers what brand of soap, automobile, phone service, photocopy machine to buy. While, in principle, conjoint methodology can be used to measure corporate administrators' multi attribute values, in most applications this is not the case.

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