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An Approach to Simultaneous Estimation and Segmentation in Conjoint Analysis

Author

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  • Kohsuke Ogawa

    (Hosei University)

Abstract

This paper presents a simultaneous approach to estimating partworths and aggregating consumers in conjoint analysis. First, based on a logit choice model, a “ridge”-like procedure for estimating individual partworths is proposed, and using simulation, the reliability of the estimator is examined. A method of aggregating consumers homogeneous in preference is then presented. The effectiveness of the aggregation procedure is tested on the simulated data. Finally, to illustrate how the total procedure can be applied to the real world, a set of preference data for Japanese automobiles is used.

Suggested Citation

  • Kohsuke Ogawa, 1987. "An Approach to Simultaneous Estimation and Segmentation in Conjoint Analysis," Marketing Science, INFORMS, vol. 6(1), pages 66-81.
    • Handle: RePEc:inm:ormksc:v:6:y:1987:i:1:p:66-81
    DOI: 10.1287/mksc.6.1.66
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    Cited by:

    1. Rick L. Andrews & Ajay K. Manrai, 1999. "MDS Maps for Product Attributes and Market Response: An Application to Scanner Panel Data," Marketing Science, INFORMS, vol. 18(4), pages 584-604.
    2. Arnaud De Bruyn & John C. Liechty & Eelko K. R. E. Huizingh & Gary L. Lilien, 2008. "Offering Online Recommendations with Minimum Customer Input Through Conjoint-Based Decision Aids," Marketing Science, INFORMS, vol. 27(3), pages 443-460, 05-06.
    3. Florian Schreiber, 2017. "Identification of customer groups in the German term life market: a benefit segmentation," Annals of Operations Research, Springer, vol. 254(1), pages 365-399, July.

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