James H. Myers

Dr. James H. Myers is Professor Emeritus of Marketing at the Claremont Graduate University at the University of Southern California. He taught Graduate School Business Administration at the University of Southern California for twenty years before becoming Professor of Marketing at the Drucker School at Claremont Graduate University at the University of Southern California for twenty-two years.

Prior to his career in academia, Dr. Myers was manager of the Management Research Division at the Prudential Insurance Company’s regional headquarters. He is the author of seven books and more than sixty scholarly articles. He has done extensive consulting for Frito-Lay, Pacific Gas & Electric Co., and Eastman Kodak.

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Conjoint Measurement Multiple Trade Off Analysis

Chapter 9 – Conjoint Measurement: Multiple Trade-Off Analysis

Chapter 9 of Market Structure Analysis

The chapter discusses two approaches to deriving consumers’ utility functions for attributes and levels of attributes. These approaches, orthogonal array and pair-wise trade-off comparisons, are currently the most widely used. The ultimate goal is to deal with the problem of predicting psychological response to physical change in stimuli.

Market Structure Analysis

Market Structure Analysis Full Book

Market Structure Analysis is a review of various technologies as they relate to a current conceptual model, called the behavioral market structure model. The purpose behind these technologies is to promote a greater understanding and usage of marketing structure in marketing planning. To reach this end, the following issues are discussed:

  • Multidimensional scaling and the four major types of measuring scales (nominal, ordinal, ratio, and interval);
  • Two approaches to deriving consumers’ utility functions for attributes and levels of attributes;
  • Stefflre’s approach to processes of perception, positioning, and product planning; and
  • The technique of benefit structure analysis, used to systematically search for needs in broadly defined markets.

With this collection of articles, the editors have provided an in-depth, thorough analysis of marketing structuring, measurement theory, and measuring scales. The research collected here will prove invaluable to students and scholars of marketing, as well as economists and business firms.

Table of Contents

  1. Structuring Markets
  2. Introduction to Scaling Methods for Product Positioning
  3. Positioning Using Multidimensional Scaling Techniques (MDS)
  4. Positioning Using Factor Analysis
  5. Positioning Using Discriminant Analysis
  6. Market Segmentation Using Multivariate Analysis
  7. Market Structure Studies SteffIre Process
  8. Benefit Structure Analysis
  9. Conjoint Measurement:  Multiple Trade-Off Analysis
  10. Epilogue:  Behavioral Market Structure Model