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Produktdesign auf Basis von Conjointdaten

In: Conjointanalyse

Author

Listed:
  • Bruno Neibecker

    (Karlsruher Institut für Technologie)

  • Thomas Kohler

    (Alix Partners)

  • Daniel Baier

    (Universität Bayreuth)

Abstract

Zusammenfassung In diesem Kapitel wird am Beispiel von Pkws gezeigt, wie mit Hilfe einer auswahlbasierten Conjointanalyse die Wirkung des Produktdesigns auf verschiedene Wahrnehmungsdimensionen untersucht werden kann. Nach einer kurzen Einführung zum erfolgt ein Überblick zum Begriff Produkdesign und zu bisherigen Untersuchungen der Wirkung des Produktdesigns auf Präferenzen und Wahrnehmungsdimensionen, gerade auch in Abhängigkeit von ausgewählten Moderatoren und Mediatoren. Dann wird am Beispiel der 3er Limousine von BMW und des Modells A6 von Audi gezeigt, wie man diese Wirkung mittels auswahlbasierter Conjointanalyse quantifizieren kann. Eine kurze Zusammenfassung beendet das Kapitel.

Suggested Citation

  • Bruno Neibecker & Thomas Kohler & Daniel Baier, 2021. "Produktdesign auf Basis von Conjointdaten," Springer Books, in: Daniel Baier & Michael Brusch (ed.), Conjointanalyse, edition 2, chapter 0, pages 361-390, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-63364-9_16
    DOI: 10.1007/978-3-662-63364-9_16
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