haku: @journal_id 69 / yhteensä: 714
viite: 235 / 714
| Tekijä: | Green, P. E. Srinivasan, V. |
| Otsikko: | Conjoint analysis in marketing : new developments with implications for research and practice. |
| Lehti: | Journal of Marketing
1990 : OCT, VOL. 54:4, p. 3-19 |
| Asiasana: | CONJOINT ANALYSIS MARKETING RESEARCH METHODOLOGY MEASUREMENT |
| Kieli: | eng |
| Tiivistelmä: | The authors presented a state-of-the-art review of conjoint analysis /CA/ in 1988. Now they discuss new developments in the following steps of CA: preference model, data collection methods, stimulus set construction, stimulus presentation, measurement scale for the dependent variable, and estimation methods. The three approaches to handle a large number of attributes are the self explication approach, hybrid CA and adaptive CA. These are alternative methods for preference structure measurement. Literature on reliability and validity is reviewed, the case of "unacceptable" attribute levels and that of multivariate response variables is highlighted, trends in the design of choice stimulators are identified. |
SCIMA