An advancement: The limits Conjoint analysis (LCA)

Justified of Christian's the cock and Markus Voeth, extends as limit Conjoint designated methodology the traditional Conjoint beginnings by a further process step. In the first step a certain number of stimuli is submitted to the pro gangs, which must be evaluated in accordance with condition of the collection Design and brought into an order of rank. A stimulus is here a combination of different characteristic developments. In the second step now the individual consumer acceptances are raised, as the stimuli are divided into buy-worth and non-buy-worth alternatives. This happens through platzieren a limit Card (LC) behind the last still buy-worth rank. The LC can be set not exclusively between two stimuli, but rather also before first or behind the last rank. So the rehearsing and can express that it exhibits a consumer acceptance concerning none and/or all stimuli. The LC is interpreted as use zero point. Purchase values stimuli do not take positive, buy-worth accept negative use values. This procedure makes the acceptance necessary that the pro gangs judge the use distances between ranks as same lasting. Also the groups as "„buy-worth "“and "„not buy-worth "“classified stimuli must be accepted as same scaled. In this way, contrary to the classical Conjoint analysis, absolute use values are determined, in place of bare changes of use.

Example

A property (MP3-Player) is presented to a group of participants, which exhibits four characteristics (running time, capacity, equipment and warranty) in in each case two developments (highly, low).

In the following the property with different in each case developments of the four characteristics is introduced to the pro gangs. Examples of these configurations would be

• high capacity and running time, but small equipment and warranty
• high capacity and equipment, but small running time and warranty
• high warranty and equipment, but small running time and capacity

The participants are to indicate now their preference order, by arranging the differently out-arranged goods in the order, which corresponds to its preferences.

see also

Statistics, market study, factorial Survey

Literature

• Revised one and shortened version of Daiber, Achim; Hemsing, Werner: On-line Conjoint: A proven method in the new garb. In: planning & analysis, 1/2005, P. 47-53, German specialized publishing house, Frankfurt/Main. Publication with friendly permission of the publishing house.
• Baking house, K. /Erichson, B./Plinke, W. more /Weiber, R.: Multivariate analysis methods: an application orientated introduction. Berlin 2003, P. 543-602
• Green, Paul E./Srinivasan, V., 1978: Conjoint analysis in Consumer Research: Issues and Outlook. In: The journal OF Consumer Research, 5, P. 103-122.
• Luce, R.D. & Tukey, J.W. (1964): Simultaneous conjoint measurement. Journal OF Mathematical Psychology, (1), 1-27.
• Melles, T. (2001): Framing effects in the Conjoint analysis. An example of problems of the characteristic definition. Aachen.
• Teichert, Thorsten, 1999: Conjoint analysis. In: Gentleman man, Andreas/Homburg, Christian (Hrsg.): Market study: Methods, applications, practical examples. Wiesbaden: Gabler, P. 472-511.
• Boutellier, R. & peoples R. (1997): Success by innovative products. Munich Vienna: Carl Hanser publishing house
• Thaden, Christian of (2001): Conjoint analysis with many characteristics. Peter long publishing house
• Voeth, Markus (2000): Use measurement in the purchase behavior research: The hierarchical individualized limits Conjoint analysis (HILCA). Dt. Univ publishing house

Related links

• ZA-information 50 the Conjoint analysis: An introduction to the procedure with a view on possible sociological uses of Markus small P. 7-44
• Detailed description of 4managers
• Detailed description of the University of Karlsruhe

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