Commercial Use of Conjoint Analysis: A Survey

Cattin, Philippe C.; Wittink, Dick R.

doi:10.2307/1251701

Cited by 342 publications

(146 citation statements)

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“…Finally, a citation analysis can be performed on the level of single publications ( Table 2). As expected, famous review articles are listed among the nine most cited papers (Wittink and Cattin 1989;Green andSrinivasan 1978, 1990;Cattin and Wittink 1982). Furthermore, we find the founding article of choice-based conjoint (Louviere and Woodworth 1983) as well as the methodological foundation of the axiomatic conjoint measurement (Luce and Tukey 1964), both however with lowest relative impact within the conjoint analytical community: These seminal works with interdisciplinary character are found a big echo beyond the community itself.…”

Section: Bibliometric Descriptivessupporting

confidence: 67%

“…This provides us objective measures not only about the impact of research contributions and their interrelations, but also on how this method has evolved over time (White and McCain 1998). By combining quantitative bibliometric and factor analytical approaches with qualitative interpretations of the research streams at a single level publication, our analysis complements existing overviews on conjoint analysis which are based either on methodical aspects (e.g., Green and Srinivasan 1990) or on application aspects (Wittink and Cattin 1989;Cattin and Wittink 1982). Bibliometric analysis is an established tool for the investigation of structural patterns within published literature (White 2004).…”

Section: Introductionmentioning

confidence: 98%

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Investigating Research Streams of Conjoint Analysis: A Bibliometric Study

Teichert

Shehu

2010

Bus Res

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Conjoint analysis (CA) is one of the most important methods for preference elicitation. In this paper we investigate the intellectual structure within the conjoint analytical research community. Analyses based on single papers provide a method-based overview of streams of conjoint research. By using novel bibliometric techniques in this field we complement findings of existing reviews. We use co-citation and factor analysis of the most cited articles in SSCI to identify the most important articles and research streams. Seven research streams are revealed which are visualized by means of multidimensional scaling. Tables and graphics reveal the disciplinary affiliations of contributors to CA, the special structure within the classes as well as links between them.

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Section: Bibliometric Descriptivessupporting

confidence: 67%

Section: Introductionmentioning

confidence: 98%

Investigating Research Streams of Conjoint Analysis: A Bibliometric Study

Teichert

Shehu

2010

Bus Res

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“…According to Cattin and Wittink (1982), the median sample size for studies that analyze consumer preference ranges between 100 and 1 000 subjects. As a sample unit for this study were selected those persons in charge of making food purchases for their household, or at least those who participate in this activity.…”

Section: Sample Selection and Data Collectionmentioning

confidence: 99%

Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers

Padilla

Villalobos

Spiller³

et al. 2007

Agric. Téc.

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AGRICULTURA TÉCNICA (CHILE) 67(3):300-308 (JULIO-SEPTIEMBRE 2007) R E S U M E NCon el objetivo de evaluar la preferencia y disposición a pagar del consumidor chileno por un sello de calidad certificada usado en productos alimenticios de origen campesino, se llevó a cabo un estudio empleando la metodología de análisis conjunto. Un total de 234 consumidores de las ciudades de Talca y Santiago fueron consultados, respondiendo un cuestionario especialmente diseñado. Como producto base para el análisis conjunto se utilizó una mermelada de mora (Rubus ulmifolius) de elaboración artesanal. Además, un conjunto de tres atributos (precio, sello de calidad y presentación del envase) fueron considerados en la evaluación. Mediante un diseño ortogonal, se definieron nueve conceptos de productos hipotéticos, los cuales fueron ordenados por los consumidores de acuerdo a sus preferencias. Los resultados obtenidos a través del modelo conjunto señalan que un "sello de calidad certificada" es el atributo más importante que domina el comportamiento de elección de los consumidores, observándose una positiva disposición a pagar por esta característica. Como herramienta de gestión de calidad y diferenciación, un sello de calidad certificada parece ser una buena alternativa para mejorar las condiciones y oportunidades de mercado de los productores de alimentos respaldados por una tradición campesina. Cabe destacar que ésta es la primera experiencia empírica desarrollada en el país que relaciona el método de análisis conjunto con las preferencias del consumidor por este tipo de productos alimenticios. A B S T R A C TA study was carried out in Chile in order to evaluate consumer preference and willingness to pay for a certified quality label on traditional food products, employing a conjoint analysis method. A total of 234 individuals were interviewed in two Chilean cities, Santiago and Talca. A homemade blackberry (Rubus ulmifolius) marmalade and three product attributes with their respective levels were chosen (price, quality label and jar appearance). Nine hypothetical product concepts were generated applying an orthogonal design. Respondents were asked to rank the product concepts according to their preferences. The results obtained through the conjoint model suggest that an "officially certified quality label" is the most important attribute influencing consumer choice behavior. Likewise, a positive willingness to pay for such an attribute is observed. As a differentiation and quality management tool, an official certified quality label seems to be a good alternative to improve the situation and market opportunities for small farmers. It is important to notice that this study corresponds to the first empirical approach carried out in Chile, which relates the conjoint analysis method with consumer preferences for this kind of food product.

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“…One of the nore widely accepted of new methodologies to assist marketing research and management has been conjoint analysis (Cattin and Wittink 1982).…”

Section: Introductionmentioning

confidence: 99%

A Simulation Comparison of Methods for New Product Location

1987

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Four algorithms for locating an "optimal" new product in a multiattribute product space-Albers and Brockhoff 's PROPOSAS; Gavish, Horsky, and Srikanth's Method IV; the author's PRODSRCH; and GRID SEARCH-are compared in terms of relative share of preferences under different simulated market environments.These environments were both ones for which the algorithms were designed as well as other "more realistic" environments. Results indicated that algorithm performance was sensitive to number of segments and segment importance weighting and to the presence of probabilistic choice and less sensitive to differential attribute weights (in the choice models) and the numbers of existing products.Gavish, Horsky, and Srikanth IV and PROPOSAS performed best only under market conditions for which they were designed. PRODSRCH (a general purpose optimizer) was a slightly inferior performer under these special market conditions, but a much better performer overall.

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Commercial Use of Conjoint Analysis: A Survey

Cited by 342 publications

References 0 publications

Investigating Research Streams of Conjoint Analysis: A Bibliometric Study

Investigating Research Streams of Conjoint Analysis: A Bibliometric Study

Consumer Preference and Willingness to Pay for an Officially Certified Quality Label: Implications for Traditional Food Producers

A Simulation Comparison of Methods for New Product Location

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