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Conjoint Measurement in Marketing Analysis

Chapter 15: Conjoint Measurement in Marketing Analysis

Chapter 15 of Multivariate Methods for Market and Survey Research

The chapter discusses the various models and algorithms of conjoint measurement. The text is divided into seven sections, which include an illustrative decision problem, alternate models, algorithms for data analysis, and a review of several past applications of conjoint measurement to marketing. The concluding section provides observations for future research directions.

Computerized Multivariate Methods

Chapter 16: Computerized Multivariate Methods

Chapter 16 of Multivariate Methods for Market and Survey Research

The chapter develops a typology of programs which will serve to summarize the field required for their use. First to be discussed are individual computer programs, followed by program packages. The text attempts to convey the importance of the algorithms underlying these programs.

Models Of Buyer Behavior

Chapter 16: Group Characteristics and Aggregate Innovative Behavior: Preliminary Report

Chapter 16 of Models of Buyer Behavior

Group Characteristics and Aggregate Innovative Behavior assesses the effect of the group on innovative behavior of its members. The resulting theoretical perspective and hypotheses draw largely from Homans and Festinger. Further examination of small, informal neighborhood groups reveals that certain variables are strongly correlated with innovative behavior.

Antecedent Conditions for Diffusion of Multivariate Methods

Chapter 17: Antecedent Conditions for Diffusion of Multivariate Methods

Chapter 17 of Multivariate Methods for Market and Survey Research

The chapter poses three valuable questions on multivariate methods intended for the expansion of knowledge in the field. First, in a multiple discriminant or multiple regression problem, how does one choose variables? Second, what is the role of factor analysis in solving marketing problems? Lastly, what is the function of econometric models in marketing research?

Models Of Buyer Behavior

Chapter 17: New Product Diffusion: The Interplay of Innovativeness, Opinion Leadership, Learning, Perceived Risk, and Product Attributes

Chapter 17 of Models of Buyer Behavior

New Product Diffusion sheds light on the dynamics of new product diffusion by investigating relationships among four key conceptual variables in three product classes. To determine the relationship between the four variables two hypotheses were created. The results show that early buyers of three new products differ in characteristics from other adopter groups.

Models Of Buyer Behavior

Chapter 18: Repeat Buying of a New Brand: A 10-Point Case History

Chapter 18 of Models of Buyer Behavior

Repeat Buying of a New Brand reviews three stages essential to supporting the notion that repeat-buying rates are a necessary component in marketing new products. These three stages are measuring behavior, tabulating data, and interpreting data. This information could prove valuable for further market research and forecasting models.

Seven Commandments for Users of Multivariate Methods

Chapter 18: Seven Commandments for Users of Multivariate Methods

Chapter 18 of Multivariate Methods for Market and Survey Research

The chapter proposes seven vital concepts in the use of multivariate methods. These include technique orientation, importance of proper communication, avoiding statistical inferences, and using the relationship between structural and functional multivariate methods. The text is meant to serve as a guide to users of multivariate methods in marketing research.

Models Of Buyer Behavior

Chapter 19: An Empirical Framework for Product Classification

Chapter 19 of Models of Buyer Behavior

The chapter develops a framework for product typology based on both consumer and distributive responses. The goal is to suggest new ways of defining products and brands with a view toward simplification and improving managerial and research decisions. The resulting data provides explanatory relationship between factory shipments and retail sales.

Introduction to Scaling Methods for Product Positioning

Chapter 2 – Introduction to Scaling Methods for Product Positioning

Chapter 2 of Market Structure Analysis

The authors provide a discussion of multidimensional scaling, including an analysis of measurement theory and the four major types of measuring scales. The major types of scales reviewed are nominal, ordinal, interval, and ratio. The goal is to develop an understanding of how various positioning techniques differ with regard to data input and output.