Analyzing decision making: metric conjoint analysis PDF
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Analyzing Decision Making : Metric Conjoint Analysis Sage University Papers title: Series. Quantitative Applications in the Social Sciences ; No. 67 author: Louviere, Jordan J. publisher: Sage Publications, Inc. isbn10 | asin: 0803927576 print isbn13: 9780803927575 ebook isbn13: 9780585216706 language: English Consumer behavior--Mathematical models, subject Decision making--Mathematical models, Conjoint analysis (Marketing) publication date: 1988 lcc: HF5415.32.L68 1988eb ddc: 658.8/342 Consumer behavior--Mathematical models, subject: Decision making--Mathematical models, Conjoint analysis (Marketing) Page i Analyzing Decision Making Metric Conjoint Analysis Page ii SAGE UNIVERSITY PAPERS Series: Quantitative Applications in the Social Sciences Series Editor: Michael S. Lewis-Beck, University of Iowa Editorial Consultants Richard A. Berk, Sociology, University of California, Los Angeles William D. Berry, Political Science, Florida State University Kenneth A. Bollen, Sociology, University of North Carolina, Chapel Hill Linda B. Bourque, Public Health, University of California, Los Angeles Jacques A. Hagenaars, Social Sciences, Tilburg University Sally Jackson, Communications, University of Arizona Richard M. Jaeger, Education, University of North Carolina, Greensboro Gary King, Department of Government, Harvard University Roger E. Kirk, Psychology, Baylor University Helena Chmura Kraemer, Psychiatry and Behavioral Sciences, Stanford University Peter Marsden, Sociology, Harvard University Helmut Norpoth, Political Science, SUNY, Stony Brook Frank L. Schmidt, Management and Organization, University of Iowa Herbert Weisberg, Political Science, The Ohio State University Publisher Sara Miller McCune, Sage Publications, Inc. INSTRUCTIONS TO POTENTIAL CONTRIBUTORS For guidelines on submission of a monograph proposal to this series, please write Michael S. Lewis-Beck, Editor Sage QASS Series Department of Political Science University of Iowa Iowa City, IA 52242 Page 1 Analyzing Decision Making Metric Conjoint Analysis Jordan J. Louviere University of Alberta SAGE PUBLICATIONS The International Professional Publishers Newbury Park London New Delhi Page 2 Copyright © 1988 by Sage Publications, Inc. All rights reserved. No part of this book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher. For information address: SAGE Publications, Inc. 2455 Teller Road Newbury Park, California 91320 E-mail: [email protected] SAGE Publications Ltd. 6 Bonhill Street London EC2A 4PU United Kingdom SAGE Publications India Pvt. Ltd. M-32 Market Greater Kailash I New Delhi 110 048 India Printed in the United States of America International Standard Book Number 0-8039-2757-6 Library of Congress Catalog Card No. 87-072209 99 12 11 10 9 8 When citing a university paper, please use the proper form. Remember to cite the current Sage University Paper series title and include the paper number. One of the following formats can be adapted (depending on the style manual used): (1) LOUVIERE, JORDAN J. (1988) Analyzing Decision Making: Metric Conjoint Analysis. Sage University Paper Series on Quantitative Applications in the Social Sciences, 07-067. Newbury Park, CA: Sage. OR (2) Louviere, Jordan J. (1991). Analyzing decision making: Metric conjoint analysis (Sage University Paper series on Quantitative Applications in the Social Sciences, series no. 07-067). Newbury Park, CA: Sage. Page 3 Contents Acknowledgments 4 Series Editor's Introduction 5 Preface 7 1. Background Concepts and Theory 9 1.0 Complex Decision Making and Conjoint Analysis 9 1.1 A Theory of Complex Decision Making 12 1.2 Algebraic Foundations of the Information Integration14 Theory Approach to Conjoint Analysis 1.3 Comparison with Rank-Order Conjoint Methods 25 2. Design and Analysis of Conjoint Experiments 27 2.0 Introduction 27 2.1 The Design of Factorial Experiments 28 2.2 Fractional Factorial Designs 35 2.3 Analysis of Data from Factorial Conjoint 44 Experiments 2.4 Analysis of Individual Differences 47 3. Practical Applications of Conjoint Theory and Methods 49 3.0 Introduction 49 3.1 Understanding the Decision Problem 50 3.2 Identifying Determinant Attributes 50 3.3 Developing Product Positioning Measures 52 3.4 Practical Approaches to Solving Conjoint Problems 54 3.5 Examples of Previous Applications of Conjoint 63 Models to Practical Problems 4. Predicting Likely Market Choices from Conjoint Studies 67 and Other Strategic Applications of Conjoint Models 4.0 Introduction 67 4.1 Approaches to Simulating Aggregate Market Choices68 Based on Conjoint Data or Individual Conjoint Models 4.2 Integrating Conjoint and Discrete Choice Techniques 76 to Study Choice Behavior Directly 4.3 Concluding Remarks About Choice Experiments 87 References 89 About the Author 95
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