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The Power of Conjoint Analysis

Insight into preference, choice and trade-off

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Language:  English
Imagine the scene: you go to a retailer to buy a new hi-fi. You see all the great brands, all at different prices, some are available ex-stock, outputs differ.
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Imagine the scene: you go to a retailer to buy a new hi-fi. You see all the great brands, all at different prices, some are available ex-stock, outputs differ... you are confronted with choice....

“I like X, but it’s the most expensive, and it’s not available ex-stock”

“The Y is a strong brand, cheaper than X but not as powerful”

You are starting to make trade-offs to enable you to decide what to buy.

Marketers need to understand this process. One tool available is conjoint analysis, which analyses this snapshot of behaviour by deriving the utility or value a consumer places on each element of the proposition

Welcome to the world of choice and how you position your product in the competitive marketplace.

  1. Introduction
    1. The Role of Statistics in Market Research
  2. An Outline of Conjoint Analysis
    1. Sample Size Considerations:
  3. Case Studies
    1. Private Sector Case Study: The Bundling of Digital Services
    2. Public Sector Case Study: Exercising Choice for Specialist Healthcare Treatment
  4. Generic Conjoint Techniques
  5. Reflection and the Way Forward
  6. Bibliography
  7. Biography
About the Author

David Murray

David C. S. Murray MBA, B.A. (Hons), Dip M, M CInstM, Dip MRS is the Director of the award-winning Murray Consultancy Ltd, a company he founded in 2000. David has gained over 30 years experience in research roles within Telewest Communications (formerly Southwestern Bell), The Liverpool Daily Post and Echo Ltd, and Littlewoods. His company is a full service Market Research Consultancy covering all aspects of consumer, business-to-business and behavioural research. The organisation undertakes a wide variety of research-based projects including face-to-face interviewing, telephone interviewing, business-to-business research, online interviewing, Focus Groups, in-depth interviewing, Desk Research, and tracking studies. Over the last twelve years the company has built up an enviable client base of private, public and voluntary sector organisations, which has resulted in repeat business, referrals and company growth. What sets the Murray Consultancy’s competitive advantages over generic consultancies is the application of multivariate statistics to provide actionable solutions. 

David is the UK representative for the pan-European Business Information Group and is currently the ambassador for Market Research for the local Chartered Institute of Marketing Merseyside branch, having been Chair for five years.

In 2006 David was invited to Paris to receive the prestigious BIG European Research award for a paper he submitted on how to successfully evaluate Employee Satisfaction in a call centre working environment using multiple regression analyses.

As can be seen from his qualifications, David is a firm believer in continuous improvement and currently accumulates over 30 hours per annum in Continuous Professional Development.

David also believes in putting something back into the business community and is currently a mentor for the Merseyside Special Investment Fund helping new businesses start up by advising how to effectively evaluate the market for their product or service.