A method for exploring and quantifying the value systems of consumers through conjoint measurement is described. Since it is concerned with value systems of individual consumers, the method is most appropriate for product categories where consumers’ desires are heterogeneous and where markets are highly segmented.
Get full access to this article
View all access options for this article.
References
1.
DavidsonJ. D.“Forecasting Traffic on STOL,”Operational Research Quarterly, 24 (1973), 561–9.
2.
FiedlerJohn A.“Condominium Design and Pricing: A Case Study in Consumer Trade-Off Analysis” in VenkatesanM., ed., Proceedings. Third Annual Conference, Association for Consumer Research, 1972, 279–93.
3.
Green PaulE., and RaoVithala. “Conjoint Measurement for Quantifying Judgmental Data,”Journal of Marketing Research, 8 (August 1971), 355–63.
KruskalJoseph B.“Multidimensional Scaling by Optimizing Goodness of Fit to a Nonmetric Hypothesis,”Psychometrika, 29 (March 1964), 1–27.
6.
KruskalJoseph B.“Analysis of Factorial Experiments by Estimating Monotone Transformations of the Data,”Journal of the Royal Statistical Society, Series B, 27 (March 1965), 251–63.
7.
LuceR. Duncan, and TukeyJohn W.“Simultaneous Conjoint Measurement: A New Type of Fundamental Measurement,”Journal of Mathematical Psychology, 1 (February 1964), 1–27.
