APPLICATION OF CONJOINT ANALYSIS TO CONSUMERS' PREFERENCE WITH RESPECT TO ATTRIBUTES OF PRODUCTS/SERVICES

摘要

Conjoint analysis is a popular marketing research technique to measure or evaluate the consumers' preferences with respect to the attributes of products/services as well as their structure. This paper discusses the relative importance of the attributes and total utility functions of products/services in detail, and proposes new regression models of the consumers' marginal utilities based on single qualitative and quantitative attributes also. Meanwhile, an example is given to illustrate the application of conjoint analysis.