Choice rules and sensitivity analysis in conjoint simulators

Article Abstract:

Despite the widespread use of choice simulators in commercial conjoint applications, relatively little has been written about the applicability of various types of buyer choice rules and sensitivity analyses. This paper first discusses issues related to the selection of different buyer choice rules. We then propose six types of sensitivity analyses that can be implemented in buyer choice simulators, given the usual input data of respondents' part worths, status quo product utilities, and background data. Each sensitivity analysis is illustrated in the context of a common business application. The paper concludes with a brief discussion of possible extensions of sensitivity analysis and areas for further research. (Reprinted by permission of the publisher.)

Consumer behavior

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A simple procedure for finding a composite of several multidimensional scaling solutions

Article Abstract:

One of the better known procedures for finding a representative composite of several different MDS solutions is based on Carroll's generalized canonical correlation model (Carroll 1968). However, the program for implementing the fitting of this model has not received wide distribution. The present paper provides a simple computational method for implementing Carroll's approach and shows its relationship to ordinary principal components analysis. In addition, we provide an algorithm for computing the parameters of Carroll's model in the presence of missing data. Each method is illustrated with data sets drawn from a marketing research study. (Reprinted by permission of the publisher.)

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Preference mapping of conjoint-based profiles: an INDSCAL approach

Article Abstract:

This article describes an approach in which conjoint methodology and multidimensional scaling can be fruitfully applied, in tandem, to the measurement and representation of preference data for factorially designed profiles. The approach is described and applied to an illustrative data set. We conclude the article with a brief discussion of possible extensions on the approach and additional research needs. (Reprinted by permission of the publisher.)

Analysis

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