By Prof. Dr. Anders Gustafsson, Prof. Dr. Andreas Herrmann, Dr. Frank Huber (auth.)
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Additional resources for Conjoint Measurement: Methods and Applications
When representing choice alternatives parsimoniously as bundles of characteristics Z, it is inevitable that the researcher will omit some elements of Z in a conjoint setting. Therefore, one can partition Z as (Zo , Zu ), where Zo is a vector of observed (or included) characteristics of product descriptions and Zu is a vector of unobserved (or excluded) characteristics. Denoting U as the utility from consuming a good, V as a utility component 54 Vithala R. Rao and Henrik Sattler corresponding to a representative consumer and e as a idiosyncratic deviation of the individual's utility from V in modeling utility, one can express U as: If one attempts to estimate U with no knowledge of Zu, the estimates of the parameters of V are likely to be biased.
Fluft von Kindem auf die Produktpriiferenz ihrer Mutter, Berlin. Thomas, U. and Droll, C. B von Informationen auf die Praferenzstruktur von Verbrauchem, Marketing ZFP, 10, 239 - 248. Tscheulin, D. K. and Helmig, B. (1998), The optimal Design of Hospital Advertising by Means of Conjoint Measurement, Journal of Advertising Research, 38, 35- 46. Tscheulin, D. K. and Blaimont, C. ftslehre, 63, 839847. Tversky, A. and Kahneman, D. (1991), Loss Aversion and Riskless Choice: A Reference Dependent Model, Quarterly Journal of Economics, 6, 1039-1061.
1988), Conjoint Models of Family Decision Making, International Journal of Research in Marketing, 5, 185-198. Krishnamurthi, L. and Wittink, D. R. (1991), The Value ofldiosyncratic Functional Forms in Conjoint Analysis, International Journal of Research in Marketing, 8, 301-313. Kucher, E. (1991), Preisfindung bei neuen Produkten, Die Pharmazeutische Industrie, 53, 3-8. Kucher, E. and Simon, H. (1987), Conjoint-Measurement- Durchbruch bei der Preisentscheidung, HARVARDmanager, 9, 28-36. Kuhfeld, W.
Conjoint Measurement: Methods and Applications by Prof. Dr. Anders Gustafsson, Prof. Dr. Andreas Herrmann, Dr. Frank Huber (auth.)