Elsevier < Decision Sciences Publications < Handbooks in Operations Research and Management Science < Volume 5: Marketing < Chapter 10

MARKETING
Edited by J. Eliashberg and G.L. Lilien

CHAPTER 10
Conjoint Analysis with Product-Positioning Applications
Paul E. Green and Abba M. Krieger

1. Introduction*

2. Compositional versus decompositional preference models

3. Basic ideas of conjoint analysis

4. Trends in conjoint analysis

5. Conjoint simulators and sensitivity analysis

6. Applications of conjoint analysis

7. From simulator to product optimizer

8. The SIMOPT model

9. SIMOPT's features

10. An empirical application

11. Conclusions

Appendix

References

* The first two pages of the chapters are available as PDF file.

 Complete chapters on ScienceDirect

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