Thirty years of conjoint analysis: Reflections and prospects
Thirty years of conjoint analysis: Reflections and prospects
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DOI：
10.1287/inte.31.3s.56.9676
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发表时间：
2001-05-01
期刊：
影响因子：
--
通讯作者：
Wind, Y
中科院分区：
文献类型：
--
作者：
Green, PE;Krieger, AM;Wind, Y
联合分析是营销者最喜欢的方法，用来找出买家如何在竞争产品和供应商之间进行权衡。联合分析员开发和提供替代产品或服务的描述，这些产品或服务是由部分析因实验设计准备的。他们使用不同的模型来推断买家的部分价值属性水平，并将部分价值输入买家选择模拟器，以预测买家将如何在产品和服务中进行选择。易于使用的软件对于应用这些模型非常重要。在过去的三十年里，联合分析已经进行了数千次应用。
Conjoint analysis is marketers' favorite methodology for finding out how buyers make trade-offs among competing products and suppliers. Conjoint analysts develop and present descriptions of alternative products or services that are prepared from fractional factorial, experimental designs. They use various models to infer buyers' part-worths for attribute levels, and enter the part-worths into buyer-choice simulators to predict how buyers will choose among products and services. Easy-to-use software has been important for applying these models. Thousands of applications of conjoint analysis have been carried out over the past three decades.