An integrated hierarchical survey for a large-scale conjoint study for mobile phones
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Recent trends in the mobile phone industry have significantly influenced the application of multi-attribute preference measurement techniques (conjoint analysis). As mobile phones become more complex and as consumers become more informed about a large number (10 or more) of product attributes in developed and emerging countries, the aim of this study – to reduce the number and complexity of the questions asked of the consumer – has led the authors to propose an integrated hierarchical survey design to be used with the Kano model for large-scale conjoint analysis. This method was used to determine the high utility levels of the key attributes of mobile phones in a mature and emerging market. The results of this study were successfully implemented for product planning, product development and marketing by a mobile phone company through utilization of the results to set prices, prioritize features and provide guidelines for selecting target market segments.
Abstract
Recent trends in the mobile phone industry have significantly influenced the application of multi-attribute preference measurement techniques (conjoint analysis). As mobile phones become more complex and as consumers become more informed about a large number (10 or more) of product attributes in developed and emerging countries, the aim of this study – to reduce the number and complexity of the questions asked of the consumer – has led the authors to propose an integrated hierarchical survey design to be used with the Kano model for large-scale conjoint analysis. This method was used to determine the high utility levels of the key attributes of mobile phones in a mature and emerging market. The results of this study were successfully implemented for product planning, product development and marketing by a mobile phone company through utilization of the results to set prices, prioritize features and provide guidelines for selecting target market segments.
참고문헌 (31)
- Berger, C., "(fall)Kano’s method for understanding customer-defined quality", Center for Quality Management Journal, 2, pp.3~25 (1993)
- J. Douglas Carroll, "Guest Editorial: Psychometric Methods in Marketing Research: Part I, Conjoint Analysis", Journal of Marketing Research, 32(4), pp.385~391 (1995), JSTOR[DOI]
- Clausing, D., "Total quality development" (1994), ASME Press
- Wayne S. Desarbo, "Latent class metric conjoint analysis", Marketing Letters, 3(3), pp.273~288 (1992), Springer Nature[DOI]
- Paul E. Green, "Hybrid Models for Conjoint Analysis: An Expository Review", Journal of Marketing Research, 21(2), pp.155~169 (1984), JSTOR[DOI]
- Paul E. Green, "Individualized Hybrid Models for Conjoint Analysis", Management Science, 42(6), pp.850~867 (1996), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
- Paul E. Green, "Conjoint Analysis in Consumer Research: Issues and Outlook", Journal of Consumer Research, 5(2), pp.103~ (1978), Oxford University Press (OUP)[DOI]
- Paul E. Green, "Conjoint Analysis in Marketing: New Developments with Implications for Research and Practice", Journal of Marketing, 54(4), pp.3~ (1990), JSTOR[DOI]
- Jerald Greenberg, "Determinants of perceived fairness of performance evaluations.", Journal of Applied Psychology, 71(2), pp.340~342 (1986), American Psychological Association (APA)[DOI]
- Gustafsson, A., "Conjoint measurement: Method and application-Berlin" (2000), Springer Verlag
- Joel Huber, "What Has Marketing Learned from Richard Johnson?", Journal of Marketing Research, 42(3), pp.250~253 (2005), American Marketing Association (AMA)[DOI]
- Accuracy of utility estimation in adaptive conjoint analysis, "Johnson, Richard M", Sawtooth Software, ~ (1986)
- Wagner A. Kamakura, "A Least Squares Procedure for Benefit Segmentation with Conjoint Experiments", Journal of Marketing Research, 25(2), pp.157~ (1988), JSTOR[DOI]
- Kano, N., "Attractive quality and must-be quality. Hinshitsu", The Journal of the Japanese Society for Quality Control, pp.47~56 (1984)
- Lancaster, K., "Consumer demand: A new approach" (1971), Columbia University Press
- Louviere J.J., "Advanced Methods of Marketing Research", pp.223~259 (1994)
- MADELEINE E. PULLMAN, "A comparison of conjoint methods when there are many attributes", Marketing Letters, 10(2), pp.125~138 (1999), Springer Nature[DOI]
- Vijay Mahajan, "A Conjoint Model for Measuring Self- and Cross-Price", Demand Relationships, 1982, pp.19(3), 334~[DOI]
- Monroe, K., "Pricing: Making profitable decisions" (2003), McGraw-Hill Irwin
- Adaptive self-explication of multi-attribute preferences, "Netzer", Stanford University Graduate School of Business, ~ (2007)
- Netzer, "Adaptive self-explication of preference", Journal of Marketing Research, XLVIII, pp.140~156 (2011)
- Adaptive self-explication of multi-attribute preferences, "Netzer, O.", Columbia University, ~ (2009)
- Harmen Oppewal, "Modeling Hierarchical Conjoint Processes with Integrated Choice Experiments", Journal of Marketing Research, 31(1), pp.92~ (1994), JSTOR[DOI]
- Rao, V. R., "Conjoint Analysis, Related Modeling, and Applications", Market Research and Modeling: Progress and Prospects: A Tribute to Paul Green, pp.141~168 (2004), Kluwer Academic Publishers
- Rom Y Schrift, "Complicating Choice", Journal of Marketing Research, 48(2), pp.308~326 (2011), American Marketing Association (AMA)[DOI]
- Hamid Shahriari, "An Integrated Approach for Enhancing the Quality of the Product by Combining Robust Design and Customer Requirements", Quality and Reliability Engineering International, 30(8), pp.1285~1292 (2014), Wiley-Blackwell[DOI]
- Olivier Toubia, "Fast Polyhedral Adaptive Conjoint Estimation", Marketing Science, 22(3), pp.273~303 (2003), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]
- Vithala, "Handbook of Marketing Decision Models" (2008), Springer
- Michel Wedel, "A fuzzy clusterwise regression approach to benefit segmentation", International Journal of Research in Marketing, 6(4), pp.241~258 (1989), Elsevier BV[DOI]
- Jerry Wind, "Courtyard by Marriott : Designing a Hotel Facility with Consumer-Based Marketing Models", Interfaces, 19(1), pp.25~47 (1989), Institute for Operations Research and the Management Sciences (INFORMS)[DOI]