Competition in the detergent market was brewing in Thailand. Super concentrate detergent was fast becoming the prototype as of 2008. Market potential research in Thailand indicated that super concentrates would continue to grow at a healthy rate, although the detergent market had slowed. In addition, this category had already dominated other Asian markets such as Taiwan, Hong Kong.and…
Conjoint analysis was used to determine how consumers make trade-offs between various attributes when selecting microcomputers. Four attributes were chosen as salient. These attributes and their levels are Extended Warranty • No • 4 Years Monitor Maximum Resolution • 1280 X 1024 • 1680 X 1050 Screen Size • 17 inch • 24 inch Price Level…
Conjoint analysis attempts to determine the relative importance, consumers attach to salient attributes and the utilities they attach to the levels of attributes. This information is derived from consumers’ evaluations of brands, or brand profiles composed of these attributes and their levels. The respondents are presented with stimuli that consist of combinations of attribute levels. They are asked…
Correspondence analysis is an MDS technique for scaling qualitative data in marketing research. It is an exploratory technique designed to study two-way and multi-way tables containing some measure of correspondence between the rows and columns. The measure of correspondence can show the similarity, affinity, confusion, association, or interaction among row and column variables. The primary purpose of the technique…
Factor analysis can also be used for preference mapping of respondents for a set of alternatives. Factor analysis-based preference-mapping technique facilitates marketers to understand the competitive structure of their markets. Based on the insight obtained from the map, they can position their offerings to achieve a favorable response from their target segment. A preference map differs from a…
The objective in MDS is to obtain a spatial map that best fits the input data in the smallest number of dimensions. However, spatial maps are computed in such a way that the fit improves as the number of dimensions increases. Therefore, a compromise has to be made. The fit of an MDS solution is commonly assessed by…
As shown in Figure 21.2, input data obtained from the respondents may be related to perceptions or preferences. Perception data, which may be direct or derived, is discussed first. PERCEPTION DATA: DIRECT APPROACHES In direct approaches to gathering perception data, the respondents are asked to judge how similar or dissimilar the various brands or stimuli are, using their…
This chapter on data analysis presents two related techniques for analyzing consumer perceptions and preferences: multidimensional scaling (MDS) and conjoint analysis. We outline and iilustrate the steps involved in conducting MDS and discuss the relationships among MDS, factor analysis, and discriminant analysis. Then we describe conjoint analysis and present a step by step procedure for conducting it. We also…
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