Analyzing decision making: metric conjoint analysis

190 Pages·1994·0.73 MB·English

by  Jordan J. Louviere

Analyzing Decision Making : Metric
Conjoint Analysis Sage University Papers
title:
Series. Quantitative Applications in the
Social Sciences ; No. 67
author: Louviere, Jordan J.
publisher: Sage Publications, Inc.
isbn10 | asin: 0803927576
print isbn13: 9780803927575
ebook isbn13: 9780585216706
language: English
Consumer behavior--Mathematical models,
subject Decision making--Mathematical models,
Conjoint analysis (Marketing)
publication date: 1988
lcc: HF5415.32.L68 1988eb
ddc: 658.8/342
Consumer behavior--Mathematical models,
subject: Decision making--Mathematical models,
Conjoint analysis (Marketing)
Page i
Analyzing Decision Making
Metric Conjoint Analysis
Page ii
SAGE UNIVERSITY PAPERS
Series: Quantitative Applications in the Social Sciences
Series Editor: Michael S. Lewis-Beck, University of Iowa
Editorial Consultants
Richard A. Berk, Sociology, University of California, Los Angeles
William D. Berry, Political Science, Florida State University
Kenneth A. Bollen, Sociology, University of North Carolina, Chapel
Hill
Linda B. Bourque, Public Health, University of California, Los
Angeles
Jacques A. Hagenaars, Social Sciences, Tilburg University
Sally Jackson, Communications, University of Arizona
Richard M. Jaeger, Education, University of North Carolina,
Greensboro
Gary King, Department of Government, Harvard University
Roger E. Kirk, Psychology, Baylor University
Helena Chmura Kraemer, Psychiatry and Behavioral Sciences,
Stanford University
Peter Marsden, Sociology, Harvard University
Helmut Norpoth, Political Science, SUNY, Stony Brook
Frank L. Schmidt, Management and Organization, University of Iowa
Herbert Weisberg, Political Science, The Ohio State University
Publisher
Sara Miller McCune, Sage Publications, Inc.
INSTRUCTIONS TO POTENTIAL CONTRIBUTORS
For guidelines on submission of a monograph proposal to this series,
please write
Michael S. Lewis-Beck, Editor
Sage QASS Series
Department of Political Science
University of Iowa
Iowa City, IA 52242
Page 1
Analyzing Decision Making
Metric Conjoint Analysis
Jordan J. Louviere
University of Alberta
SAGE PUBLICATIONS
The International Professional Publishers
Newbury Park London New Delhi
Page 2
Copyright © 1988 by Sage Publications, Inc.
All rights reserved. No part of this book may be reproduced or utilized
in any form or by any means, electronic or mechanical, including
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system, without permission in writing from the publisher.
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SAGE Publications, Inc.
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Printed in the United States of America
International Standard Book Number 0-8039-2757-6
Library of Congress Catalog Card No. 87-072209
99 12 11 10 9 8
When citing a university paper, please use the proper form.
Remember to cite the current Sage University Paper series title and
include the paper number. One of the following formats can be
adapted (depending on the style manual used):
(1) LOUVIERE, JORDAN J. (1988) Analyzing Decision Making:
Metric Conjoint Analysis. Sage University Paper Series on
Quantitative Applications in the Social Sciences, 07-067. Newbury
Park, CA: Sage.
OR
(2) Louviere, Jordan J. (1991). Analyzing decision making: Metric
conjoint analysis (Sage University Paper series on Quantitative
Applications in the Social Sciences, series no. 07-067). Newbury
Park, CA: Sage.
Page 3
Contents
Acknowledgments 4
Series Editor's Introduction 5
Preface 7
1. Background Concepts and Theory 9
1.0 Complex Decision Making and Conjoint Analysis 9
1.1 A Theory of Complex Decision Making 12
1.2 Algebraic Foundations of the Information Integration14
Theory Approach to Conjoint Analysis
1.3 Comparison with Rank-Order Conjoint Methods 25
2. Design and Analysis of Conjoint Experiments 27
2.0 Introduction 27
2.1 The Design of Factorial Experiments 28
2.2 Fractional Factorial Designs 35
2.3 Analysis of Data from Factorial Conjoint 44
Experiments
2.4 Analysis of Individual Differences 47
3. Practical Applications of Conjoint Theory and Methods 49
3.0 Introduction 49
3.1 Understanding the Decision Problem 50
3.2 Identifying Determinant Attributes 50
3.3 Developing Product Positioning Measures 52
3.4 Practical Approaches to Solving Conjoint Problems 54
3.5 Examples of Previous Applications of Conjoint 63
Models to Practical Problems
4. Predicting Likely Market Choices from Conjoint Studies 67
and Other Strategic Applications of Conjoint Models
4.0 Introduction 67
4.1 Approaches to Simulating Aggregate Market Choices68
Based on Conjoint Data or Individual Conjoint Models
4.2 Integrating Conjoint and Discrete Choice Techniques 76
to Study Choice Behavior Directly
4.3 Concluding Remarks About Choice Experiments 87
References 89
About the Author 95