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By Jordan J. Louviere

This quantity introduces the speculation, process, and purposes of 1 kind of conjoint research process. those recommendations are used to review person judgement and determination procedures. dependent upon info Integration idea, metric conjoint research permits evaluate of multi-attribute choices according to period point facts. The version, which justifies use of metric conjoint tools and the statistical suggestions drawn from it, are the middle of this monograph. additionally defined are purposes of the version in advertising, psychology, economics, sociology, making plans, and different disciplines, all of which relate to forecasting the decision-making habit of people.

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Additional info for Analyzing decision making: metric conjoint analysis

Sample text

These terms will be used throughout the remainder of the monograph. Conjoint experiments in which consumers evaluate treatments more than once are termed repeated measures experiments. Repeated measures experiments require special care in analysis, because consumers' responses cannot be assumed to be independent. In a repeated measures problem, each term in an analysis of variance or multiple linear regression model has a separate error component. It is incorrect to "lump" all the within- and between-replication effects into residual mean square (error).

Since that time the academic and applied literature in conjoint analysis has grown enormously. For example, Slovic and Lichtenstein (1971), Slovic et al. (1977), Green and Srinivasan (1978) and Cattin and Wittink (1982, 1986) provide evidence that not only has the academic literature grown, but commercial applications of conjoint judgment and choice models also have increased substantially. Today a variety of paradigms, methods, and analytical techniques are commonly used in academic and commercial applications of conjoint analysis.

A comparison of metric with nonmetric methods is also provided. In Chapter 2, the experimental bases for studying the model forms introduced in Chapter 1 are explained. Emphasis is placed on the design Page 6 and analysis of factorial and fractional factorial experiments to implement conjoint research projects. Chapter 3 covers a broad range of practical application issues and also describes applications of metric conjoint methods in transport mode choice, recreation and shopping destination choice, residential choice, and other decisions.

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