Market segmentation with choice-based conjoint analysis
dc.contributor.author | DeSarbo, Wayne S. | en_US |
dc.contributor.author | Ramaswamy, Venkatram | en_US |
dc.contributor.author | Cohen, Steven H. | en_US |
dc.date.accessioned | 2006-09-11T18:40:18Z | |
dc.date.available | 2006-09-11T18:40:18Z | |
dc.date.issued | 1995-03 | en_US |
dc.identifier.citation | Desarbo, Wayne S.; Ramaswamy, Venkatram; Cohen, Steven H.; (1995). "Market segmentation with choice-based conjoint analysis." Marketing Letters 6(2): 137-147. <http://hdl.handle.net/2027.42/47171> | en_US |
dc.identifier.issn | 0923-0645 | en_US |
dc.identifier.issn | 1573-059X | en_US |
dc.identifier.uri | https://hdl.handle.net/2027.42/47171 | |
dc.description.abstract | Choice-based conjoint analysis has increased in popularity in recent years among marketing practitioners. The typical practice is to estimate choice-based conjoint models at the aggregate level, given insufficient data for individual-level estimation of part-worths. We discuss a method for market segmentation with choice-based conjoint models. This method determines the number of market segments, the size of each market segment, and the values of segment-level conjoint part-worths using commonly collected conjoint choice data. A major advantage of the proposed method is that current (incomplete) data collection approaches for choice-based conjoint analysis can still be used for market segmentation without having to collect additional data. We illustrate the proposed method using commercial conjoint choice data gathered in a new concept test for a major consumer packaged goods company. We also compare the proposed method with an a priori segmentation approach based on individual choice frequencies. | en_US |
dc.format.extent | 851748 bytes | |
dc.format.extent | 3115 bytes | |
dc.format.mimetype | application/pdf | |
dc.format.mimetype | text/plain | |
dc.language.iso | en_US | |
dc.publisher | Kluwer Academic Publishers; Springer Science+Business Media | en_US |
dc.subject.other | Economics / Management Science | en_US |
dc.subject.other | Marketing | en_US |
dc.subject.other | Choice Experiments | en_US |
dc.subject.other | Conjoint Analysis | en_US |
dc.subject.other | Market Segmentation | en_US |
dc.title | Market segmentation with choice-based conjoint analysis | en_US |
dc.type | Article | en_US |
dc.subject.hlbsecondlevel | Marketing | en_US |
dc.subject.hlbsecondlevel | Southeast Asian and Pacific Languages and Cultures | en_US |
dc.subject.hlbsecondlevel | West European Studies | en_US |
dc.subject.hlbsecondlevel | Management | en_US |
dc.subject.hlbsecondlevel | Economics | en_US |
dc.subject.hlbtoplevel | Business | en_US |
dc.subject.hlbtoplevel | Humanities | en_US |
dc.subject.hlbtoplevel | Social Sciences | en_US |
dc.description.peerreviewed | Peer Reviewed | en_US |
dc.contributor.affiliationum | School of Business Administration, University of Michigan, 48109-1234, Ann Arbor, MI | en_US |
dc.contributor.affiliationum | School of Business Administration, University of Michigan, 48109-1234, Ann Arbor, MI | en_US |
dc.contributor.affiliationother | Stratford Associates, Boston, MA | en_US |
dc.contributor.affiliationumcampus | Ann Arbor | en_US |
dc.description.bitstreamurl | http://deepblue.lib.umich.edu/bitstream/2027.42/47171/1/11002_2004_Article_BF00994929.pdf | en_US |
dc.identifier.doi | http://dx.doi.org/10.1007/BF00994929 | en_US |
dc.identifier.source | Marketing Letters | en_US |
dc.owningcollname | Interdisciplinary and Peer-Reviewed |
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