Conjoint Analysis: A Strategic Tool for Product Research

dc.contributor.author	Ighomereho, Salome
dc.date.accessioned	2022-04-30T13:40:48Z
dc.date.available	2022-04-30T13:40:48Z
dc.date.issued	2011
dc.description.abstract	Despite efforts by companies to offer products that meet customers' needs, a large percentage of them still fail. One of the reasons for product failure is negligence on the part of the company to find out what customers want and how they want it. The fulfillment of customers' needs and wants in a profitable way requires that companies understand the attributes of their product(s) that are most valued by the customers. Such information can lead to the creation of optimal value propositions. This study considered how conjoint analysis could be used to aid this process. It discussed the role of conjoint analysis in the determination of buyers' responses to a product during concept testing and test marketing and also for the modifications of existing products. It also demonstrated how Microsoft Excel could be used for conjoint analysis by companies when developing new products or when managing existing products in the face of intense competition	en_US
dc.identifier.uri	http://dspace.run.edu.ng:8080/jspui/handle/123456789/2578
dc.language.iso	en	en_US
dc.subject	Customer	en_US
dc.subject	New products	en_US
dc.subject	Existing products	en_US
dc.subject	Conjoint analysis	en_US
dc.subject	Company	en_US
dc.subject	Competition	en_US
dc.title	Conjoint Analysis: A Strategic Tool for Product Research	en_US
dc.type	Article	en_US

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