Getting Started with Conjoint Analysis: Strategies for Product Design and Pricing Research
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Book Overview
Ask people what they want, and they say, the best of everything. Ask them what they would like to spend, and they say, as little as possible. Assessing consumer preferences and willingness to pay through direct rating scales, with separate questions about product features and prices, often fails to capture trade-offs that underlie consumer choice. Conjoint analysis goes beyond simple surveys, providing a more realistic approach to understanding consumer...
Format:Paperback
Language:English
ISBN:0972729771
ISBN13:9780972729772
Release Date:September 2009
Publisher:Research Publishers LLC
Length:228 Pages
Weight:0.94 lbs.
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