Competition Analysis in Marketing Using Rank Ordered Data

  • Reinhold Decker
  • Antonia Hermelbracht
Part of the Studies in Classification, Data Analysis, and Knowledge Organization book series (STUDIES CLASS)


A new approach to evaluating competition between different products of one category using individual rankings is introduced. The approach is based on the principle of ordinal regression and focusses on the determination of the sources of existing market shares. To account for this the success of a particular product is put down to the consumers’ perception of relevant attributes. The functionality of our approach is demonstrated by applying it to an empirical data set from the car industry.


Market Share Conjoint Analysis Choice Probability Transformation Formula Competition Analysis 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. ALBRECHT, J. (2000): Präferenzstrukturmessung. Lang, Frankfurt.Google Scholar
  2. AUTO STRASSENVERKEHR (2002): Die schönsten Autos 2002. Auto Strassen-verkehr, Heft 8, 32–38.Google Scholar
  3. DEB, K. (2001): Multi-Objective Optimization using Evolutionary Algorithms. Wiley, Chichester.Google Scholar
  4. GIFI, A. (1990): Nonlinear Multivariate Analysis. Wiley, Chichester.Google Scholar
  5. GREEN, P. and SRINIVASAN, V. (1978): Conjoint Analysis in Consumer Research: Issues and Outlook. Journal of Consumer Research, 5, 103–123.CrossRefGoogle Scholar
  6. HILBERT, A. (1996): Regressionsansätze zur Analyse ordinaler Daten. Arbeitspapier 143/1996, Institut für Statistik und Mathematische Wirtschaftstheorie, Universität Augsburg.Google Scholar
  7. TOUTENBURG, H. (1992): Lineare Modelle. Physika, Heidelberg.Google Scholar
  8. TUTZ, G. (2000): Die Analyse kategorialer Daten. Oldenbourg, München.Google Scholar

Copyright information

© Springer-Verlag Berlin · Heidelberg 2005

Authors and Affiliations

  • Reinhold Decker
    • 1
  • Antonia Hermelbracht
    • 1
  1. 1.Department of Economics and Business AdministrationUniversity of BielefeldBielefeldGermany

Personalised recommendations