Three kinds of order effects in choice-based conjoint analysis

Question and response order effects are known to occur in survey research instruments. Choice-based conjoint analysis presents respondents with multiple sets of concepts fully specified in terms of a number of attributes. Respondents choose one full-profile concept from each of the many choice sets. Thus there are three plausible order effects with respect to choice-based conjoint analysis: choice set order, profile order within choice sets, and attribute order within profiles. Three empirical studies show that statistically significant choice set order, profile order, and attribute order effects occur. Some of these order effects are significant from a practical standpoint, but none occur in a predictable way. Analysts are advised to rotate, across respondents, profile and attribute order to offset the order biases. Directions for future research are suggested.     

Market segmentation of airline cargo transport

This study evaluates the market segmentation of airline cargo transport according to service requirements of air freight forwarders. Data obtained using a questionnaire survey reveal that cargo safety is perceived as the most important service attribute, followed by freight rate, cargo tracking, and flight punctuality. Factor analysis is employed to group service attributes into six categories, namely assurance, promptness, empathy, convenience, value added, and customization. According to these service attributes, users of airline cargo transport are then classified into three market segments, namely professional service-oriented, empathy-oriented, and express service-oriented air freight forwarders. Suggestions on marketing strategy formulation for each respective segment are also provided as references to airlines.     

A simplified method of constrained parameter estimation in conjoint analysis

Part-worths estimated via regression are replaced by constrained part-worths that are as close to the original part-worths as possible subject to any a priori constraints on the ordering of preferences for the levels of each attribute.This approach produces significant improvements in validations on holdout samples when employed with either ACA or full-profile conjoint analysis. The improvements in full-profile validations are similar to those obtained when constraints are imposed with LINMAP. A smaller gain is achieved with ACA.     

基于顾客满意和顾客忠诚关系的市场细分方法研究

There exist different views and opinions on the links between customer satisfaction and loyalty. This paper suggests that the impact of customer satisfaction on loyalty varies across customers. This study choose the cell phone industry in China as an example and segmented customers with a novel method of clusterwise linear regression, based on the association between customer satisfaction and loyalty. Results revealed sample heterogeneity in relation to the two factors. The loyalty of some subgroups is positively related to satisfaction significantly, while that of other clusters is independent of satisfaction. Translated from Nankai Guanli Pinglun 南开管理评论 (Nankai Business Review), 2005, 8(5): 26–30     

Combining self-explicated priors with conjoint data using Bayesian regression

A Bayesian regression procedure (RBAYES) is proposed for the optimal combination of self-explicated data (priors) and conjoint judgments. The procedure does not require the design matrix for the conjoint judgments to be of full rank. The Bayesian regression procedure is similar to weighted least square in that it uses an information ratio to weight the priors. We provide empirical comparisons for the proposed method against (1) a Stein-type estimator (SBAYES) using one data set and (2) OLS applied to the data from an adaptive conjoint analysis using a second data set. In the second application we also use an alternating least squares procedure by itself and in combination with Bayesian regression (RBAYES+) to accommodate scale incompatibility as well as heteroscedasticity. In both applications we obtain superior results for the Bayesian regression procedure.     

市场细分理论的新发展

市场细分理论被广泛地运用于指导企业的市场营销活动,在加强企业市场竞争力方面起到了重要作用。随着市场营销实践的发展,市场细分理论逐渐向两个极端发展,形成了超市场细分理论和反市场细分理论。文章认为,既不能简单地否定超市场细分理论,也不能简单地否定反市场细分理论,两者在实践中各有不同的适用时期和范围,只有充分把握,才能正确地指导企业的营销活动。     

The Effect of Attribute Variation on Consumer Choice Consistency

We study the effect of shifts in attribute level differences on consumer choice consistency. Choice consistency is measured as the variance of the random error component in the consumer utility function: the smaller this variance, the higher choice consistency. We hypothesize that due to increased choice difficulty, choice consistency decreases if attribute level differences increase while average utility level differences between alternatives remain the same. In our empirical illustration we focus on the impact of price level shifts on choice consistency in conjoint choice experiments. Our results show that choice consistency decreases as price level differences increase and absolute price levels increase.     

A comparison of importance weights and willingness-to-pay measures derived from choice-based conjoint, constant sum scales and best–worst scaling

We review the measurement of product attribute importance, and find little consensus in definition or measurement methods. We compare four measurement methods: 1) two direct methods whereby respondents report the importance of attributes using best–worst scaling or constant sum scales, and 2) two indirect methods derived from discrete choice experiments. Our comparisons rely on previous findings that choice experiments are externally valid to use as the standard. We find high agreement within direct or indirect methods, but less agreement between direct and indirect methods. Our results also demonstrate that inferences derived from indirect measures appear to be susceptible to context effects related to the particular attributes a researcher chooses to investigate. We discuss implications for current and future research.     

The no-choice option and dual response choice designs

Choice set designs that include a constant or no-choice option have increased efficiency, better mimic consumer choices, and allow one to model changes in market size. However, when the no-choice option is selected no information is obtained on the relative attractiveness of the available alternatives. One potential solution to this problem is to use a dual response format in which respondents first choose among a set of available alternatives in a forced-choice task and then choose among the available alternatives and a no-choice option. This paper uses a simulation to demonstrate and confirm the possible gains in efficiency of dual response over traditional choice-based conjoint tasks when there are different proportions choosing the no-choice option. Next, two choice-based conjoint analysis studies find little systematic violation of IIA with the addition/deletion of a no-choice option. Further analysis supports the hypothesis that selection of the no-choice option is more closely related to choice set attractiveness than to decision difficulty. Finally, validation evidence is presented. Our findings show that researchers can employ the dual response approach, taking advantages of the increased power of estimation, without concern for systematically biasing the resulting parameter estimates. Hence, we argue this is a valuable approach when there is the possibility of a large number of no-choices and preference heterogeneity.     

逆向选择视角下电子商务市场与传统市场间关系研究

电子商务的出现和快速成长反映出它对信息环境具有支配性的优点,这本身就意味着电子商务市场可能成为传统市场的替代。然而,逆向选择问题明显限制了这种替代效应程度。文章基于经典逆向选择模型,通过所构造的双市场(传统市场与电子商务市场)逆向选择模型,证明伴随着质量不确定性而诱发的逆向选择问题,在电子市场和传统市场之间会产生市场的不均衡,从而导致渠道冲突。文章试图揭示传统市场和电子商务市场并存的学理根源,得出两市场间市场细分的条件,对两市场间的渠道冲突提出新的解释,并据此提出了逆向选择下企业营销的策略建议。     

北京高校学生手机购买分析

本项目从手机细分的发展现状入手,通过对北京7所高校1300名学生的调查,收集相关数据,运用SPSS统计分析软件对问卷进行分析。综合使用主成分分析、聚类分析、判别分析等分析方法,把北京地区大学生手机市场分成具有明显不同特征的七个细分类型:智能型、便利型、时尚型、新奇娱乐型、小巧简单型、风格简约型和创新实用型,并提出了针对性建议,以帮助企业制定更可行的战略计划。本文的研究对国产手机厂商采用市场策略具有重要参考作用。     

A hybrid conjoint model for the identification of the UK supermarket choice determinants: an exploratory study

Supermarket competition has increased tremendously during recent years and the need for a deeper understanding of the key criteria for consumers' store patronage has never been greater. Against this background, the present study tries to identify and analyse the basic determinants that drive supermarket choice. This paper, which is primarily methodological, applies a large-scale hybrid conjoint experiment to a UK setting with the purpose of examining the relative impact of various supermarket attributes on the actual choice. The hybrid conjoint model deals with the problem of designing and analysing studies involving large numbers of attributes and/or attribute levels, and makes it possible to estimate individually based part-worth values, determines the most important supermarket choice criteria and yields useful implications for strategic retail management.     

Market dynamics analysis and multiple segmentation

The primary purpose of the research method described here is analytic—to develop an understanding of the forces at work that account for brand choice in the marketplace. The objective is to find out which kinds of consumers choose which brands and why. Although multiple discriminant analysis is utilized, the focus of the method is on the use of traceline analysis to interpret the meaning of the functions and then, if desired, to provide a basis for delineating relatively homogeneous segments. A case example is given using data from a strategic marketing study of the metropolitan New York MBA market conducted by a major university in the area.     

Country and consumer segmentation: multi-level latent class analysis of financial product ownership

The financial services sector has internationalized over the last few decades. Important differences and similarities in financial behavior can be anticipated between both consumers within a particular country and those living in different countries. For companies in this market, the appropriate choice between strategic options and the resulting international performance may critically depend on the cross-national market structure of the various financial products. Insight into country segments and international consumer segments based on domain-specific behavioral variables will therefore be of key strategic importance. We present a multi-level latent class framework for obtaining simultaneously such country and consumer segments. In an empirical study, we apply this methodology and several alternative modeling approaches to data on ownership of eight financial products. Information is available for 15 European countries, with a sample size of about 1000 consumers per country. We find that both country segments and consumer segments are highly interpretable. Also, consumer segmentation is related to demographic variables such as age and income. Our conclusions feature implications, both academic and managerial, and directions for future research.     

Choice-Based Conjoint Analysis of the Local Coupon Preferences of Millennials

This article explores the local coupon preferences of the 18–29-year old market. Choice-based conjoint analysis was used to determine Millennials’ local coupon needs and preferences. From this data, three need-based segments were identified and discussed. The findings indicate that while overall, millennials are resistant to receiving coupons for local businesses through their cell phones, there is one segment that is receptive to this method of coupon delivery method.     

税收竞争与市场分割

财政分权背景下,财权、事权和财力的不匹配使得地方政府采取策略性行为是其作为理性决策人的应然选择,地方政府往往会基于经济增长和税收双重目标而利用税收工具开展税收竞争,进而造成市场分割等问题。考虑到空间依赖性的存在,本文采用动态空间杜宾模型来考察税收竞争与市场分割之间的关系。研究发现,"为税收而竞争"在地方政府间存在,而竞争导致的税负下降将加剧市场分割;从分税种来看,所得税对市场分割的直接效应显著负相关,但三大税种的空间溢出效应并不明显;从时空异质性上看,地方政府的策略性行为在时序和区域上有所差异;市场分割敏感程度在时序上动态调整,区域内协同效应有待增强。为避免地方政府税收竞争恶化、异化和宏观福利损失,需要重视由此导致的市场分割的治理,建立现代化财政体制,深化税收制度改革,打造服务型地方政府等,这些也都是构筑国家治理体系和治理能力现代化的基础性支撑。     

Market Segmentation Research: Beyond Within and Across Group Differences

Market segmentation research is currently focused too narrowly on the task of segment identification as opposed to its strategic relevance within a firm. In this paper we distinguish an ex ante approach to market segmentation research, which begins with studying the motivating conditions that lead people to the tasks and interests in their lives, from an ex post approach which begins with an individual's reaction to marketplace offerings. We argue that the marketing task of guiding managements to make what people will want to buy will be more successful in light of a deep understanding of behavior in the context of everyday life and work, rather than a detailed understanding of preferences in the marketplace. Directions for future research are discussed.     

劳动力市场分割的自增强机制研究

借鉴经济学中的自增强机制理论,本文从历史变迁的视角对劳动力市场分割的形成、发展和趋势进行研究,认为我国劳动力市场分割存在一个局部正反馈的自增强循环系统。我国劳动力市场分割导致劳动密集型产业快速发展,而劳动密集型产业的快速发展导致我国人力资本收益的减小和人力资本投资量的不足,从而进一步加剧劳动力市场分割程度。因此,退出这个循环是缓解我国劳动力市场分割程度的关键。     

CHAID分析在抽油烟机产品市场细分中的应用

市场细分是企业战略营销的重要组成部分。根据一些调查数据显示,把抽油烟机市场细分变量区分为广度细分变量和深度细分变量,如果与传统市场细分方法进行对比,可了解到CHAID细分方法的优越性,方能用该方法对抽油烟机整体市场和潜在市场做以细分。     

不饱和聚酯树脂的市场分析

评述世界不饱和聚酯树脂市场以及中国不饱和聚酯树脂发展现状，包括不饱和聚酯树脂-的生产发展动向、制品工艺和功能化产品及生产与消费。