| Tekijä: | Theuerkauf, I. |
| Otsikko: | Kundennutzenmessung mit Conjoint. |
| Lehti: | Zeitschrift für Betriebswirtschaft
1989 : NOV, VOL. 59:11, p. 1179-1192 |
| Asiasana: | CONJOINT ANALYSIS MARKET RESEARCH SALES CONSUMER RESEARCH |
| Kieli: | ger |
| Tiivistelmä: | Conjoint analysis is introduced as a state-off-the-art tool in consumer research. The technique is tailored to measure the pivotal element of any successful strategy: value to the customer and its breakdown into product attributes. In combination with segmentation analysis and optimization tool, such as simulation models, Conjoint Analysis can help to solve many problems in developing superior product market strategies, especially in the area of new product development and pricing. Though as at other market research methods at Conjoint you by no means remain on the surface of problems and there is no danger of an undifferentiated "Product marketing of the average". |
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