Three-Way Multivariate Conjoint Analysis
Marketing Science, Vol. 1, No. 4, pp. 323-350
29 Pages Posted: 10 May 2016
Date Written: 1982
Three-Way Multivariate Conjoint Analysis is developed as an extension of traditional metric conjoint analysis allowing one to examine several dependent variables simultaneously, as well as individual differences in response. Four nested models are developed to examine the effects of the experimental design, the dependent variables, and individual differences. An illustration concerning the relationship of product characteristics to the importance of various decision-making criteria for industrial purchasing is provided. Finally, extensions of the model(s) to other marketing applications and nonmetric analyses are discussed.
Keywords: Conjoint Analysis, Three-Way Multidimensional Scaling, Constrained Preference Analysis
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