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Discrete Choice Experiments in Marketing

Use of Priors in Efficient Choice Designs and Their Application to Individual Preference Measurement

  • Klaus Zwerina

Part of the Contributions to Management Science book series (MANAGEMENT SC.)

Table of contents

  1. Front Matter
    Pages I-XIII
  2. Klaus Zwerina
    Pages 1-10
  3. Klaus Zwerina
    Pages 45-57
  4. Klaus Zwerina
    Pages 59-74
  5. Klaus Zwerina
    Pages 75-96
  6. Klaus Zwerina
    Pages 97-104
  7. Back Matter
    Pages 105-173

About this book

Introduction

The chapter starts with a positioning of this dissertation in the marketing discipline. It then provides a comparison of the two most popular methods for studying consumer preferences/choices, namely conjoint analysis and discrete choice experiments. Chapter 1 continues with a description of the context of discrete choice experiments. Subsequently, the research problems and the objectives ofthis dissertation are discussed. The chapter concludes with an outline of the organization of this dissertation. 1. 1 Positioning of the Dissertation During this century, increasing globalization and technological progress has forced companies to undergo rapid and dramatic changes-for some a threat, for others it offers new opportunities. Companies have to survive in a Darwinian marketplace where the principle of natural selection applies. Marketplace success goes to those companies that are able to produce marketable value, Le. , products and services that others are willing to purchase (Kotler 1997). Every company must be engaged in new-product development to create the new products customers want because competitors will do their best to supply them. Besides offering competitive advantages, new products usually lead to sales growth and stability. As household incomes increase and consumers become more selective, fmns need to know how consumers respond to different features and appeals. Successful products and services begin with a thorough understanding of consumer needs and wants. Stated otherwise, companies need to know about consumer preferences to manufacture tailor-made products, consumers are willing to buy.

Keywords

Konsumentenverhalten Marktforschung Präferenzmessung consumer choice design efficiency marketing marketing research preference measurement statistics

Authors and affiliations

  • Klaus Zwerina
    • 1
  1. 1.HildenGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-50013-8
  • Copyright Information Springer-Verlag Berlin Heidelberg 1997
  • Publisher Name Physica, Heidelberg
  • eBook Packages Springer Book Archive
  • Print ISBN 978-3-7908-1045-5
  • Online ISBN 978-3-642-50013-8
  • Series Print ISSN 1431-1941
  • Buy this book on publisher's site