Traditional Method for Collecting Information
Download
1 / 10

Conjoint analysis - PowerPoint PPT Presentation


  • 638 Views
  • Updated On :

Traditional Method for Collecting Information About Customer Needs and Wants Not Important Very Important 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 How important is low price? How important is high quality?

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Conjoint analysis' - niveditha


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Slide1 l.jpg

Traditional Method for Collecting Information

About Customer Needs and Wants

Not

Important

Very

Important

1 2 3 4 5

1 2 3 4 5

1 2 3 4 5

How important is low price?

How important is high quality?

How important is good service?


Basics of conjoint analysis l.jpg

Basics of Conjoint Analysis

Robert Eng and Ashok Rao

Babson College


Techniques l.jpg
Techniques

The following are some techniques which

aid business in translating product ideas into

marketable products:

Conjoint Analysis

Perceptual Maps

House of Quality


Concept definition l.jpg
Concept Definition

What is the product ?

Who are the customers ?

How appealing is the concept ?

Will it be profitable ?


Types of analysis l.jpg
Types of Analysis

Attribute importance

- in aggregate

- by segment

Predicting market share


Slide6 l.jpg

Rank

1 = best

8 = least

Caramel Content Chocolate Type Nut %

A

B

C

D

E

F

G

H

0%

15%

15%

0%

15%

0%

15%

0%

Bitter-Sweet

Sweet

Sweet

Sweet

Bitter-Sweet

Sweet

Bitter-Sweet

Bitter-Sweet

40%

40%

0%

40%

0%

0%

40%

0%


Slide7 l.jpg

Caramel Content

15% Caramel

0% Caramel

Chocolate Content

Chocolate Content

Sweet Bitter

Sweet Bitter

0%

40%

Nut Content


Slide8 l.jpg

Attribute Values

Values Importance

Attribute

Sweet

Bitter/sweet

0% Caramel Center

15% Caramel Center

0% Nuts

40% Nuts


Slide9 l.jpg

Total Utility

Share of preference


Steps for conjoint analysis l.jpg
Steps for Conjoint Analysis

  • Identify possible attributes for

  • the potential target market

  • Select salient attributes (max. 5)

  • Assign levels to each attribute

  • Sample the potential target market

  • Compute attribute importance

  • Develop product concept based on

  • attribute importance

  • Project market share and financial viability

  • Select a product and map market segments

  • based on preference

  • Develop the marketing mix program


ad