Applied Conjoint Analysis: From Product and Service Design to Market and Pricing Strategies
暫譯: 應用聯合分析：從產品與服務設計到市場與定價策略

Rao, Vithala R.

Applied Conjoint Analysis: From Product and Service Design to Market and Pricing Strategies
  • 出版商: Springer
  • 出版日期: 2026-01-03
  • 售價: $6,580
  • 貴賓價: 9.5 折 $6,251
  • 語言: 英文
  • 頁數: 540
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 303200893X
  • ISBN-13: 9783032008930
  • 相關分類: 行銷/網路行銷 Marketing

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商品描述

This book provides different applications and methods of conjoint analysis in marketing. It gives an introduction into the basic ideas of conjoint analysis and describes the steps involved in designing a ratings-based conjoint study. This new revised second edition offers newer methods for estimating utility functions for products with multiple attributes such as Best-Worst Scaling, incorporating non-compensatory aspects, and auction methods. It features new chapters on advanced methods of analysis (e.g., machine-learning based and others) and conjoint analysis with other types of data such as eye tracking, visual design evaluations, search data and GPT, among others. While the focus of the book is on methods in marketing, these methods are also applicable for other business and social sciences.

This book is useful to academics, researchers, and scholars applied marketing science. This book is also suitable as a textbook for quantitative marketing coursework.

商品描述(中文翻譯)

本書提供了聯合分析在行銷中的不同應用和方法。它介紹了聯合分析的基本概念，並描述了設計基於評分的聯合研究所涉及的步驟。這本全新修訂的第二版提供了估計具有多個屬性的產品效用函數的新方法，例如最佳-最差縮放（Best-Worst Scaling）、納入非補償性方面以及拍賣方法。它還包含了關於進階分析方法的新章節（例如，基於機器學習的方法等）以及與其他類型數據（如眼動追蹤、視覺設計評估、搜尋數據和GPT等）結合的聯合分析。雖然本書的重點在於行銷方法，但這些方法同樣適用於其他商業和社會科學領域。

本書對於學術界、研究人員和應用行銷科學的學者非常有用。本書也適合作為定量行銷課程的教科書。

作者簡介

Vithala R. Rao is the Deane Malott Professor Emeritus of Management and Professor Emeritus of Marketing and Quantitative Methods at the Samuel Curtis Johnson Graduate School of Management, SC Johnson College of Business, Cornell University (Ithica, NY, USA). He has published over 150 papers on several topics including conjoint analysis and multidimensional scaling, pricing, bundle design, brand equity, market structure, corporate acquisition, and linking brand strategies to financial performance. He has also published several books including Applied Conjoint Analysis (Springer, 2014) and Advanced Introduction to Pricing Strategy and Analytics (Edward Elgar Publishing, 2023). Dr. Rao serves as a Senior Editor on the editorial board of Customer Needs and Solutions and was awarded the 2017 Churchill Award by the American Marketing Association's Marketing Research Specialist Interest Group for his lifetime contributions in marketing research.

作者簡介(中文翻譯)

Vithala R. Rao 是康奈爾大學（美國紐約州伊薇卡）薩繆爾·柯蒂斯·約翰遜管理研究所的德恩·馬洛特名譽教授，以及行銷與定量方法的名譽教授。他在多個主題上發表了超過150篇論文，包括聯合分析（conjoint analysis）和多維尺度（multidimensional scaling）、定價、捆綁設計、品牌價值（brand equity）、市場結構、企業併購，以及將品牌策略與財務表現連結等。他還出版了幾本書籍，包括《應用聯合分析》（Applied Conjoint Analysis，Springer，2014）和《定價策略與分析的進階介紹》（Advanced Introduction to Pricing Strategy and Analytics，Edward Elgar Publishing，2023）。Rao博士擔任《顧客需求與解決方案》（Customer Needs and Solutions）編輯委員會的高級編輯，並因其在行銷研究方面的終身貢獻而獲得美國行銷協會行銷研究專家興趣小組於2017年頒發的丘吉爾獎（Churchill Award）。

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