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conjoint analysis - Coggle Diagram
conjoint analysis
conceptual background
matching product design tot needs and wants of consumers
importance attached to attributes
value/utility attribute leven/potential feature
maximize market share
analytical approach
multiple regression analysis model/ ind
attribute= independent
rating= dependent
individual regression weights
derived analyses
utility segmentation
based on individuals' part utilities
market simulation
market shares of current products
market shares of current and newly introduced products
data analysis application
steps
define attributes and levels
create a design
orthogonal
fractional full profile
collect data
estimate utilities
Y = a + b1
X1 + b2
X2 +… + e
report/visualize
market analysis
bussines case