haku: @journal_id 69 / yhteensä: 714
viite: 191 / 714
| Tekijä: | Green, P.E. Krieger, A.M. |
| Otsikko: | Segmenting markets with conjoint analysis. |
| Lehti: | Journal of Marketing
1991 : OCT, VOL. 55:4, p.20-31 |
| Asiasana: | CONJOINT ANALYSIS MARKET SEGMENTATION |
| Kieli: | eng |
| Tiivistelmä: | Conjoint analysis is a useful measurement method for implementing market segmentation and product positioning. It is described how recently developed optimal product design models provide a way to test the effectiveness of a selected class of market targeting strategies. A conceptual framework for describing segmentation in the context of conjoint analysis input data is proposed. Then that framework is applied to an illustrative case study entailing physicians' preferences for a newly developed prescription drug. The limitations of the proposed method are discussed. Throughout the discussion of the case example an optimal product design model called SIMOPT is employed. |
SCIMA