Adventures in Conjoint Analysis: A Practitioner's Guide to Trade-Off Modeling and Applications
| TO: |
Fellow Educators and Marketing Research Practitioners |
| FROM: |
Abba Krieger, Paul Green, and Jerry Wind |
| SUBJECT: |
Adventures in Conjoint Analysis |
We are pleased to make available to interested academics and marketing
researchers a copy of the above-mentioned monograph. The monograph is still
in need of reader feedback on both linguistic (typos and other lapses) and
content evaluations. You may
download files for all chapters from the Table
of Contents below.
Adventures deals with the growth and
maturation of conjoint analysis over the past three decades. The authors
have attempted to produce a monograph directed (primarily) to marketing
research practitioners and academics who are also interested in real world
applications.
We seek your help on two counts:
- Linguistic lapses, however slight they may be, and
- Content dealing with technical level, chapter flow, and writing clarity.
The monograph consists of an Introduction and Technical Appendix,
followed by 14 chapters related to the use of conjoint analysis and related
techniques in:
- product positioning and market segmentation
- pricing models and brand equity
- ancillary research techniques
- alternative conjoint models, and
- some off-beat applications
followed by two "chapters" dealing with pedagogical materials,
namely:
- an introductory presentation of conjoint analysis (via
transparencies) and
- a Baltimore Ravens legal case involve the adoption of a new logo
(via transparencies).
The authors seek your help in commenting on the monograph's
strengths and weaknesses, and providing ideas and opinions on how the
book can be improved. In return, you will note that there is no
charge for the monograph. We hope that the book is interesting
enough to prompt your interest in how it may be improved.
You may communicate your opinions and suggestions by e-mail to
Paul Green at
greene@wharton.upenn.edu
or by mail to
Paul E. Green
Emeritus Professor of Marketing
700 Jon M. Huntsman Hall
3730 Walnut Street
University of Pennsylvania
Philadelphia, PA 19104-6340
Happy reading,
Abba Krieger
Paul Green
Jerry Wind
You may download the following files for Adventures in Conjoint Analysis in Adobe PDF format.
Introduction and Technical Appendix
Part I: Product Positioning and Market Segmentation
- Chapter 1 - Target Market Positioning
- Chapter 2 - Line Extending and Potential Cannibalization
- Chapter 3 - Dynamic Conjoint Simulation and Optimization
- Chapter 4 - Market Segmentation
Part II. Product Pricing and Brand Equity
- Chapter 5 - Retail Assortment and Pricing Strategy
- Chapter 6 - Pricing and Market Share Modeling
Part III. Ancillary Research Techniques
- Chapter 7 - Applying Multidimensional Scaling in Conjoint Studies
- Chapter 8 - Applying Cluster Analysis in Conjoint Studies
Part IV. Some Alternative Conjoint Models
Part V. Some Off-Beat Applications of Conjoint Analysis
Part VI. Pedagogical Materials
- Chapter 15 - Introductory Conjoint Presentation
- Chapter 16 - Baltimore Ravens Logo Litigation Presentation
