Multivariate Statistik im Quantitativen Marketing : Grundzüge der Conjoint-Analyse

Conjoint measurement (synonym: conjoint analysis, composite measurement) is undoubtedly one of the methods that has rapidly become extremely popular in marketing research and practice. In terms of content, the subject area of conjoint analysis is comparatively narrow and focused on questions of so-called preference research. The starting point of conjoint analysis is the individual preference judgments of people towards objects (e.g. products), which express the extent to which the alternatives in question are preferable in complex decision-making situations (e.g. the purchase of a computer) (cf. Hammann/ Erichson 2000, p. 374 ff.). The objects to be evaluated are usually of a multi-attribute nature, i.e. composed of a large number of individual characteristics (e.g. processor, memory, drive of a computer). The evaluation of the individual object characteristics is carried out by means of a mental evaluation process of persons and is linked to a global or one-dimensional preference judgment, e.g. "I like brand A best, brand B second best, etc."

Conjoint analysis

ConjointMeasurement

Multivariate statistics

QuantitativeMarketing