The Conjoint Analysis Primer

The Conjoint Analysis Primer

Breakthrough Performance for Your Organization

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Analyzing Decision Making : Metric Conjoint Analysis by Jordan J. Louviere

This volume introduces the theory, method, and applications of one type of conjoint analysis technique. These techniques are used to study individual judgment and decision processes and forecast the chosen behavior of individuals or the populations they represent. Although conjoint analysis has so far been used chiefly by those seeking to explain consumer behavior in the marketplace, it is a method that can easily be applied to other kinds of decision making.

 

Based upon Information Integration Theory, metric conjoint analysis allows for evaluation of multi-attribute alternatives based on interval level data. The model, which justifies use of metric conjoint methods and the statistical techniques drawn from it, constitute the core of this monograph. Also described are applications of the model in marketing, psychology, economics, sociology, planning, and other disciplines, all of which relate to forecasting the decision-making behavior of individuals.

 
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