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A New Relative Importance Index of Evaluation for Conjoint Analysis: Some Findings for CRM Assistant

Author

Listed:
  • Paolo Mariani

    (University of Milano-Bicocca)

  • Andrea Marletta

    (University of Milano-Bicocca)

  • Mariangela Zenga

    (University of Milano-Bicocca)

Abstract

ELECTUS is an Italian multi-centre research project with the aim of reinforcing the relationship between the academic world and business. Through this project, it is possible to acquire information about entrepreneurs’ new graduate recruitment strategies. Using a CAWI survey, Lombardy companies with at least 15 employees were asked to indicate their preferences in choosing among hypothetical profiles of new graduates with different competencies. In this study, a conjoint analysis is performed to identify the features of a graduate’s profile that employers prefer for a potential candidate for the position of a customer relationship management assistant. From a methodological point of view, starting from the part-worth utilities of conjoint analysis, a new indicator of relative importance of attributes is introduced to measure the monetary value for the skills possessed by the candidates.

Suggested Citation

  • Paolo Mariani & Andrea Marletta & Mariangela Zenga, 2019. "A New Relative Importance Index of Evaluation for Conjoint Analysis: Some Findings for CRM Assistant," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 146(1), pages 135-148, November.
    • Handle: RePEc:spr:soinre:v:146:y:2019:i:1:d:10.1007_s11205-018-1980-6
    DOI: 10.1007/s11205-018-1980-6
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    References listed on IDEAS

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    1. Christian Garavaglia & Paolo Mariani, 2017. "How Much Do Consumers Value Protected Designation of Origin Certifications? Estimates of willingness to Pay for PDO Dry‐Cured Ham in Italy," Agribusiness, John Wiley & Sons, Ltd., vol. 33(3), pages 403-423, June.
    2. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
    3. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74(2), pages 132-132.
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    Cited by:

    1. Paolo Mariani & Andrea Marletta & Mauro Mussini & Mariangela Zenga, 2021. "Professional Profiles and Job Requirements in Labour Demand: An Analysis of the Italian Information Technology Sector," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 156(2), pages 651-667, August.
    2. Paolo Mariani & Andrea Marletta, 2022. "Missing value or behaviour: how to increase the signal of social media data," METRON, Springer;Sapienza Università di Roma, vol. 80(2), pages 139-151, August.

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