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Applications to a Miscellany of Marketing Problems

In: Applied Conjoint Analysis

Author

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  • Vithala R. Rao

    (Cornell University)

Abstract

We have seen applications of conjoint analysis to marketing problems such as product design, market segmentation, product positioning and pricing. We have also seen that conjoint simulators have been quite helpful in dealing with these questions. In this process, we have tangentially dealt with the design of appropriate competitive strategies. The objective of this chapter is to present an overview of several other applications to demonstrate the versatility of the methodology of conjoint analysis for general research in marketing.

Suggested Citation

  • Vithala R. Rao, 2014. "Applications to a Miscellany of Marketing Problems," Springer Books, in: Applied Conjoint Analysis, edition 127, chapter 0, pages 317-343, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-87753-0_9
    DOI: 10.1007/978-3-540-87753-0_9
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