Green and Krieger Software Programs
In the course of carrying out their own research, Paul Green and Abba
Krieger have developed Window-based software for the following models. The
quick links each take you to a short description of the program on this
page.
- Conjoint Display - A ratings-based conjoint analysis program
- Simopt - A choice-based conjoint analysis program
- Simact - A choice-based conjoint analysis program that includes 2-way interactions, statistical confidence intervals, and factorially designed scenarios
- bundopt - An innovative version of TURF analysis
- voice - A customer satisfaction model with optimality features
- HIERmapr - A multidimensinal mapping and clustering program
This page offers links to User Manuals and FAQs (in PDF format) for all models except
simact (the user manual of which is still in preparation). In addition, two articles dealing with conjoint and tradeoff
modeling are provided here:
Paul E. Green, Abba M. Krieger, and Yoram (Jerry) Wind, "Thirty Years of
Conjoint Analysis: Reflections and Prospects," Interfaces 31: 3, Part
2 of 2, May-June 2001, pp. S56-S73.
Robert Gunther, "Paul Green: Mastering Tradeoffs," published on the
Marketing Science Institute website:
http://www.msi.org, 4/11/2001
Conjoint Display
Conjoint Display is a consumer choice simulator used to model buyersâ choices among competitorsâ
products/services. Its primary role is to enable the user to forecast
market shares received by alternative suppliers, as applied to
traditional (ratings type) conjoint data collection programs (which
include Sawtoothâs ACA and SPSSâs full profile conjoint).
Simopt
The Simopt model is a choice-based simulator used to forecast market shares (and
returns) under various strategies assumed to be adopted by one or more
competitors. Unlike Conjoint Display, the Simopt model utilizes
either respondent discrete choices (or alternatively, purchase likelihoods)
across a set of explicit competitors.
A primary assumption of Simopt is that the input data are supplier-specific; that is, the attributes and levels can vary across
suppliers. In Simopt, there are always at least two suppliers. (The second supplier could be the "rest
of the market.")
Simopt is the only choice-based simulator that is individual-specific (as opposed to
using some type of data pooling across individuals). This individuality is
achieved by collecting both self-explicated data and more "global" responses to a set of choice profiles (e.g., suppliers).
Bundopt
The Bundopt model uses one of the most common sources of marketing data
- pick k/n data - to determine the best bundle of items (e.g., consumer
benefits, product assortments, service items, advertising message
components, corporate images, product descriptions, etc.) to bring to
market.
Voice
Voice is an analytical and
predictive product for analyzing customer satisfaction data obtained from
two or more competitive suppliers.
The Voice model is typically
used to measure customer satisfaction regarding products and services. Its
strategic purpose is to select those product/service attributes that will
maximize the firmâs share/return, conditional upon competitive firmsâ
offerings.
HIERmapr
HIERmapr is a student
version of the commercial Intellicomm HierMaps program that performs two-way and multiple correspondence
analysis (a perceptual mapping technique) and hierarchical clustering.
