A New Conjoint Analysis Procedure with Application to Marketing Research

摘要

In this article we propose some extensions and applications of the nonparametric combination of dependent rankings (see Pesarin, F., Lago, A. (2000). Nonparametric combination of department rankings with applications to the quality assessment of industrial products. Metron LVIII (1-2):39-52.) This methodology is applied to Conjoint Analysis in order to aggregate (ex ante) preferences from a group of individuals. Furthermore, a new global association test (GAT) is introduced in order to test for the association of the global ranking with all attributes of interest. The GAT procedure allows the experimenter to have clear indications on significant attributes by considering the intensity of the optimal weights given by the procedure itself. This may help the experimenter in interpreting the usual analysis involving the normal plot for detecting active effects.