search query: @author DeSarbo, W. / total: 9
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| Author: | DeSarbo, W. Ramaswamy, V. Cohen, S. |
| Title: | Market segmentation with choice-based conjoint analysis |
| Journal: | Marketing Letters
1995 : APR, VOL. 6:2, p. 137-148 |
| Index terms: | CONJOINT ANALYSIS MARKET SEGMENTATION DATA ANALYSIS |
| Language: | eng |
| Abstract: | Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical practice is to estimate choice-based conjoint models at the aggregate level, given insufficient data for individual-level estimation of part-worths. The authors discuss a methods for market segmentation with choice-based conjoint models. This method determines the number of market segments, the size of each market segment, and the values of segment-level conjoint part-worths using commonly collected conjoint choice data. |
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