Adventures In Conjoint Analysis
A PRACTITIONER’S GUIDE TO TRADE-OFF MODELING AND APPLICATIONS

Abba M. Krieger
Statistics Department
Paul E. Green
Marketing Department
Yoram J. Wind
Marketing Department


Wharton School, University of Pennsylvania
700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
March 2004
©2004


TABLE OF CONTENTS
PREFACE
INTRODUCTION AND TECHNICAL APPENDIX
PART I. PRODUCT POSITIONING AND MARKET SEGMENTATION
Chapter 1. Target Market Positioning
Chapter 2. Line Extending and Potential Cannibalization
Chapter 3. Dynamic Conjoint Simulation and Optimization
Chapter 4. Market Segmentation
PART II. PRODUCT PRICING AND BRAND EQUITY
Chapter 5. Retail Assortment and Pricing Strategy
Chapter 6. Pricing and Market Share Modeling
PART III. ANCILLARY RESEARCH TECHNIQUES
Chapter 7. Applying Multidimensional Scaling in Conjoint Studies
Chapter 8. Applying Cluster Analysis in Conjoint Studies
PART IV. SOME ALTERNATIVE CONJOINT MODELS
Chapter 9. Hybrid Models
Chapter 10. Cross Validation of Alternative Models
Chapter 11. Weights Modification in Conjoint Analysis
PART V. SOME OFF-BEAT APPLICATIONS OF CONJOINT ANALYSIS
Chapter 12. Courtyard by Marriott
Chapter 13. E-ZPass Electronic Toll Collection
Chapter 14. TrafficPulse
PART VI. PEDAGOGICAL MATERIALS
Chapter 15. Introductory Conjoint Presentation (via transparencies)
Chapter 16. The Baltimore Ravens Logo Litigation Presentation (via transparencies)