search query: @indexterm MARKET SHARE / total: 488
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| Author: | Chakraborty, G. |
| Title: | The ability of ratings and choice conjoint to predict market shares: A Monte Carlo simulation |
| Journal: | Journal of Business Research
2002 : MAR, VOL. 55:3, p. 237-249 |
| Index terms: | CONJOINT ANALYSIS MARKET SHARE MARKETING RESEARCH |
| Language: | eng |
| Abstract: | The authors use a Monte Carlo simulation with many synthetic data sets to compare ratings and choice conjoint analysis in their ability to correctly predict market shares under varying market conditions. The authors' results provide guidance to researchers seeking to use conjoint analysis for managerial decisions. The authors' recommendations are quite different from the recommendations of prior researchers who compared conjoint methods using single empirical data sets. The authors' results indicate that one must, at least roughly, assess the degree of consumers' heterogeneity in preferences, product similarity in the marketplace, typical consumers' choice-rule and magnitude of error in measurement of utilities in order to make a prudent choice between ratings and choice conjoint analysis. |
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