Enhanced Adaptive Choice-Based Conjoint Analysis Incorporating Engineering Knowledge

2014 ◽  
Author(s):  
Yi Ren ◽  
Panos Y. Papalambros
Keyword(s):  
Optimal Design ◽  
Conjoint Analysis ◽  
Group Identification ◽  
Consumer Preference ◽  
Identification Problem ◽  
Design Decisions ◽  
Engineering Knowledge ◽  
Complex Design ◽  
Adaptive Choice ◽  
Design For Market Systems

Conjoint analysis from marketing has been successfully integrated with engineering analysis in design for market systems. The long questionnaires needed for conjoint analysis in relatively complex design decisions can become cumbersome to the human respondents. This paper presents an adaptive questionnaire generation strategy that uses active learning and allows incorporation of engineering knowledge in order to identify efficiently designs with high probability to be optimal. The strategy is based on viewing optimal design as a group identification problem. A running example demonstrates that a good estimation of consumer preference is not always necessary for finding the optimal design and that conjoint analysis could be configured more effectively for the specific purpose of design optimization. Extending the proposed method beyond a homogeneous preference model and noiseless user responses is also discussed.

Linking Optimal Design Decisions to the Theory of the Firm: The Case of Resource Allocation

2005 ◽  
Vol 127 (3) ◽  
pp. 358 ◽  
Author(s):  
Panayotis Georgiopoulos ◽  
Mattias Jonsson ◽  
Panos Y. Papalambros
Keyword(s):  
Resource Allocation ◽  
Optimal Design ◽  
Theory Of The Firm ◽  
Design Decisions

Exploring the Role of Interaction Effects in Visual Conjoint Analysis

2015 ◽  
Vol 137 (9) ◽  
Author(s):  
Brian Sylcott ◽  
Jeremy J. Michalek ◽  
Jonathan Cagan
Keyword(s):  
Conjoint Analysis ◽  
Consumer Preferences ◽  
Consumer Preference ◽  
Interaction Effects ◽  
Fractional Factorial ◽  
Main Effects ◽  
Full Factorial ◽  
Biased Estimates ◽  
Data Requirements

In conjoint analysis, interaction effects characterize how preference for the level of one product attribute is dependent on the level of another attribute. When interaction effects are negligible, a main effects fractional factorial experimental design can be used to reduce data requirements and survey cost. This is particularly important when the presence of many parameters or levels makes full factorial designs intractable. However, if interaction effects are relevant, main effects design can create biased estimates and lead to erroneous conclusions. This work investigates consumer preference interactions in the nontraditional context of visual choice-based conjoint analysis, where the conjoint attributes are parameters that define a product's shape. Although many conjoint studies assume interaction effects to be negligible, they may play a larger role for shape parameters. The role of interaction effects is explored in two visual conjoint case studies. The results suggest that interactions can be either negligible or dominant in visual conjoint, depending on consumer preferences. Generally, we suggest using randomized designs to avoid any bias resulting from the presence of interaction effects.

Assessing Consumer Preference for Product Features Selection : Solar Cookers

1997 ◽  
Vol 22 (4) ◽  
pp. 49-54 ◽  
Author(s):  
Gopal Naik ◽  
Girja Sharan
Keyword(s):  
Stainless Steel ◽  
Conjoint Analysis ◽  
Consumer Preference ◽  
User Requirements ◽  
Features Selection ◽  
Next Generation ◽  
Steel Vessel ◽  
Design Engineers ◽  
Product Features ◽  
Stainless Steel Vessel

Previous studies on solar cookers currently available in the market had indicated the need for redesigning to suit user requirements better. In order to help design engineers in developing next generation solar cookers, Gopal Naik and Girja Sharan use conjoint analysis to quantify values or utilities the users⁄ potential users associate with each important feature they desire Analysis reveals that three important features are: stainless steel vessel as against aluminium, provision of an electrical backup as against an exclusive solar device, and installation of an indicator to enable the user to judge the degree to which cooking has progressed.

scholarly journals PREFERENSI KONSUMEN SAGU DI KOTA KENDARI

2018 ◽  
Vol 3 (1) ◽  
Author(s):  
Helviani Helviani ◽  
Sitti Aida Adha Taridala ◽  
Azhar Bafadal ◽  
Budiyanto Budiyanto
Keyword(s):  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Conjoint Analysis ◽  
Consumer Satisfaction ◽  
Consumer Preferences ◽  
Consumer Preference ◽  
Raw Material ◽  
Market Demand ◽  
Satisfaction Index ◽  
Main Thing

Sago is a potential source of food with high calories and carbohydrates (rice equivalent). Sago consumer preferences can provide important information in making marketing strategy sago, and also is one of the indicators of market demand for the products of sago. The purpose of this study were to understand the srage of the purchase decision process undertaken by consumers of sago; analyze the level of customer satisfaction with sago attributes associated from sago; and analyze the consumer preference for various atrributes inherent in sago. The study was conducted in Kendari, Southeast Sulawesi Province. Respondents were all members of a population of 21 respondents consisting of 15 restaurant owners who provide meals made from sago and 6 owners agro-industry made from raw sago. The study used Engel Model Analysis, Costumer Satisfaction Index (CSI) Analysis, and Conjoint Analysis. The results of the analysis gives an overview of some consumer behavior based on the decision-making process shows that the benefits sought in the purchase buy sago sago is as a raw material to be processed into a menu of traditional food and traditional cakes Kendari. Color sago is the main thing, which will be seen and considered by consumers to make purchases between and will buy sago in traditional markets as close to the place of business. The level of consumer satisfaction in this study were satisfied with the preference category that consumers like sago with normal color (pure white), normal scent (odorless), low prices and package sizes are 20 kg. The resulting combination of sago four attributes (color, flavor, price and package sizes) is acceptable to describe consumers' desire sago in Kendari. Keywords: consumer behavior; sago; Engel Model; Customer Satisfaction Index (CSI); conjoint analysis

Quality of service and customer satisfaction: a conjoint analysis for the Nigerian bank customers

2016 ◽  
Vol 34 (6) ◽  
pp. 841-867 ◽  
Author(s):  
Samson Yusuf Dauda ◽  
Jongsu Lee
Keyword(s):  
Service Quality ◽  
Service Delivery ◽  
Transaction Cost ◽  
Conjoint Analysis ◽  
Discrete Choice ◽  
Waiting Time ◽  
Consumer Preference ◽  
Content Type ◽  
Banking Service ◽  
Nigerian Banking

Purpose The purpose of this paper is to evaluate the perceptions of Nigerian banking customers regarding customers’ evaluation of their banks service quality based on their banks actual performance on current banking service delivery. Design/methodology/approach A survey has been used to collect primary data and 1,245 usable questionnaires were used in the analysis. A conjoint analysis with stated preference data were used to construct the consumers’ behavior, while discrete choice method was employed to evaluate the preferences. More information was obtained by in cooperating heterogeneity into the model by the random coefficient and the test variance with the primary attributes and social demographics and individual characteristics. Findings Discrete choice analysis shows that bank management should focus on: reduction of transaction errors, transaction cost, waiting time and initial online learning time. This four attributes have strong impact on customer’s satisfaction depending on quality performance. Relative to other services the reduction in waiting time and transaction cost are the most important services to the Nigerian banking customers. Other findings of willingness to pay and consumer preference for other attributes reveal more information for improved banking policies. Research limitations/implications The sample only focussed on the urban areas and did not consider rural dwellers. Future research should aim to improve on these by including a variable in the utility set up that captures the distance of the respondent to the main city. Practical implications Nigerian banking customers do not care about a friendly smile as customer care. Rather, they value more on the waiting time and transaction cost showing that convenience and cost dimensions have strong and direct effect on service quality. Other dimensions identified includes, reliability, product portfolio, security and privacy, ease of use, accessibility, and competence and credibility. Originality/value This study has drawn on a sample of 1,245 Nigerian banking customers and evaluating how the survey respondents perceive their respective banks’ performance by their evaluation of the current banking service delivery.

Scenario-Based Conjoint Analysis: Measuring Preferences for User Experiences in Early Stage Design

2017 ◽  
Author(s):  
Hyeji Kim ◽  
Jing Chen ◽  
Euiyoung Kim ◽  
Alice M. Agogino
Keyword(s):  
Product Development ◽  
Conjoint Analysis ◽  
New Product Development ◽  
Design Research ◽  
Early Stage ◽  
Consumer Preference ◽  
Future Research ◽  
User Experiences ◽  
User Expectations ◽  
Early Stage Design

Conjoint analysis has proven to be a useful method for decomposing and estimating consumer preference for each attribute of a product or service through evaluations of sets of different versions of the product with varying attribute levels. The predictive value of conjoint analysis is confounded, however, by increasing market uncertainties and changes in user expectations. We explore the use of scenario-based conjoint analysis in order to complement qualitative design research methods in the early stages of concept development. The proposed methodology focuses on quantitatively assessing user experiences rather than product features to create experience-driven products, especially in cases in which the technology is advancing beyond consumer familiarity. Rather than replace conventional conjoint analysis for feature selection near the end of the product development cycle, our method broadens the scope of conjoint analysis so that this powerful measurement technique can be applied in the early stage of design to complement qualitative research and drive strategic directions for developing product experiences. We illustrate on a new product development case study of a flexible wearable for parent-child communication and tracking as an example of scenario-based conjoint analysis implementation. The results, limitations, and findings are discussed in more depth followed by future research directions.

Strategic Design Decisions for Uncertain Market Systems Using an Agent Based Approach

2011 ◽  
Vol 133 (4) ◽  
Author(s):  
Z. Wang ◽  
S. Azarm ◽  
P. K. Kannan
Keyword(s):  
Product Design ◽  
Theoretic Approach ◽  
Competitive Strategies ◽  
Market System ◽  
Design Decisions ◽  
Learning Behaviors ◽  
Agent Based ◽  
Strategic Design ◽  
Game Theoretic ◽  
Design For Market Systems

Market players, such as competing manufacturing firms and retail channels, can significantly influence the demand and profit of a new product. Existing methods in design for market systems use game theoretic models that can maximize a firm’s profit with respect to the product design and price variables given the Nash equilibrium of the market system. However, in the design for uncertain market systems, there is seldom equilibrium with players having fixed strategies in a given time period. In this paper, we propose an agent based approach for design for market systems that accounts for learning behaviors of the market players under uncertainty. By learning behaviors we mean that market players gradually, over time, learn to play with better strategies based on action–reaction behaviors of other players. We model a market system with agents representing competing manufacturers and retailers who possess learning capabilities and based on some prespecified rules are able to react and make decisions on the product design and pricing. The proposed agent based approach provides strategic design and pricing decisions for a manufacturing firm in response to possible reactions from market players in the short and long term horizons. Our example results show that the proposed approach can produce competitive strategies for the firm by simulating market players’ learning behaviors when they react only by setting prices, as compared to a game theoretic approach. Furthermore, it can yield profitable product design decisions and competitive strategies when competing firms react by changing design variables in the short term—case for which no previous method in design for market systems has been reported.

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