A PPLYING C ONJOINT A NALYSIS TO STUDY THE IMPORTANCE OF THE B RAND AND F EATURES FOR C ELL P HONE...
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Transcript of A PPLYING C ONJOINT A NALYSIS TO STUDY THE IMPORTANCE OF THE B RAND AND F EATURES FOR C ELL P HONE...
APPLYING CONJOINT ANALYSIS TO STUDY THE IMPORTANCE OF
THE BRAND AND FEATURES FOR CELL PHONE
9424516 Allen Blue
9411020 Nash Tu
CONTENTS
Introduction
Methods
--Critical Incident
--Conjoint Analysis
Analysis and Discussion
Conclusion
METHODS
Critical Incident
-- Assumption + Qualitative Surveys =
Critical incidents
Conjoint Analysis
-- Quantitative Surveys
ANALYSIS AND DISCUSSION
ANALYSIS AND DISCUSSION
ANALYSIS AND DISCUSSION
ANALYSIS AND DISCUSSION
BrandSony Erc. Samsung Nokia Total
5.90 4.28 5.36 15.5337.98% 27.52% 34.50% 100%
OutlookUpright Slide Lift Total
5.30 5.43 4.80 15.5334.12% 34.98% 30.90% 100%
FunctionMP3 Camera Internet Total
4.42 5.86 5.26 15.5328.43% 37.71% 33.85% 100%
Price2500 5500 7500 Total6.38 5.15 4.00 15.53
41.09% 33.15% 25.75% 100%
Before
After
ANALYSIS AND DISCUSSION
CONCLUSION Estimate this complex market
Simply the problem
Some limitation