Часть iii. сбор, подготовка и анализ данных
Graphical Representation of Categorical Data in Marketing Research", Journal of Marketu Research, August 1986, p. 213-227.
17. Об использовании факторного анализа при построении пространственных карт см. стать Larry Hasson, "Monitoring Social Change", Journal of the Market Research Society, January 199 p. 69-80.
18. John R. Hauser, Frank S, Koppelman, "Alternative Perceptual Mapping Techniques: Relatr Accuracy and Usefulness", Journal of Marketing Research, November 1979, p. 495—506. Хаузер Коппельман считают, что факторный анализ важнее дискриминантного. См. также мон< графию Inwer Borg, Patric J. Groenen, Modern Multidimensional Scaling Theory and Applicatio (New York, NY: Spring-Verlag, 1996).
19. О современном применении совместного анализа см. работы V. Srinivasan, Chan Su Par "Surprising Robustness of the Self-Explicated Approach to Customer Preference Structu Measurement", Journal of Marketing Research, May 1997, p. 286-291; Paul E. Green, Abba Ъ Krieger, "Segmenting Markets with Conjoint Analysis", Journal of Marketing, October 1991, p. 20—31.
20. F.J. Danaher, "Using Conjoint Analysis to Determine the Relative Importance of Service Attribut Measured in Customer Satisfaction Surveys", Journal of Retailing, Summer 1997, p. 235—260.
21. Обзор применения совместного анализа в маркетинге см. в работах J. Douglass Carroll, Pa E. Green, "Psychometric Methods in Marketing Research: Part I. Conjoint Analysis", Journal Marketing Research, November 1995, p. 385—391; Paul E. Green, V. Srinivasan, "Conjoint Analy; in Marketing: New Development with Implications for Research and Practice", Journal of Marketin October 1990, p. 3—19; Paul E. Green, V. Srinivasan, "Conjoint Analysis in Consumer Researc Issues and Outlook", Journal of Consumer Research, September 1978, p. 102-123.
22. Judith Thomas Miller, James R. Ogden, Craig A. Latshaw, "Using Trade-Off Analysis to Determi Value-Price Sensitivity of Custom Calling Features", American Business Review, January 1998, p. 8-13
23. Dick R. Wittink, Marco Vriens, Wim Burhenne, "Commercial Uses of Conjoint Analysis in Europ Results and Critical Reflections", International Journal of Research in Marketing, January 199 p. 41—52; Dick R. Wittink, Philippe Cattin, "Commercial Use of Conjoint Analysis: An Update Journal of Marketing, July 1989, p. 91—97. Об использовании совместного анализа для измер ния ценовой чувствительности см. статью "Multi-Stage Conjoint Methods to Measure Pri Sensitivity", Sawtooth News, Winter 1994/1995, p. 5-6.
24. Эти три характеристики представляют собой поднабор из набора в пять характеристик, к торый использован в работе Michael Etgar, Naresh К. Malhotra, "Determinants of Pri Dependency: Personal and Perceptual Factors", Journal of Consumer Research, September 19£ p. 217-222. См. также статью Jan-Benedict E.M. Steenkamp, Dick R. Wittink, "The Met] Quality of Full-Profile Judgements and the Number of Attribute Levels Effect in Conjoint Analysii International Journal Research in Marketing, June 1994, p. 275—286.
25. Gerard H. Loosschilder, Edward Rosbergen, Marco Vriens, Dick R, Wittink, "Pictorial Stimuli Conjoint Analysis-to-Support Product Styling Decisions", Journal of the Market Research Socle January 1995, p. 17-34.
26. J. Douglass Carroll, Paul E. Green, "Psychometric Methods in Marketing Research: Part I. Conjoi Analysis", Journal of Marketing Research, November 1995, p. 385-391; Warren F. Kuhfeld, Rand D. Tobias, Mark Garrat, "Efficient Experimental Designs with Marketing Applications", Journal Marketing Research, November 1994, p. 545-557; Sidney Addelman, "Orthogonal Main-Effi Plans for Asymmetrical Factorial Experiments", Technometrics, February 1962, p. 21—36; Paul Green, "On the Design of Choice Experiments Involving Multifactor Alternatives", Journal Consumer Research, September 1974, p. 61—68.
27. Можно использовать более сложные планы совместного анализа. См., например, стат! Harmen Oppewal, Jordan J. Louviere, Harry J. Timmermans, "Modeling Hierarchical Conjo Processes with Integrated Choice Experiments", Journal of Marketing Research, February 19$ p. 15-27.
S. J. Douglass Carroll, Paul E. Green, "Psychometric Methods in Marketing Research: Part I. Conjoint Analysis", Journal of Marketing Research, November 1995, p. 385—391; Arun K. Jain, Franklin Acito, Naresh K. Malhotra, Vijay Mahajan, "A Comparison of the Internal Validity of Alternative Parameter Estimation Methods in Decompositional Multiattribute Preference Models", Journal of Marketing Research, August 1979, p. 313-322.
19. H. Oppewal, HJ. Timmermans, J.J. Louviere, "Modeling the Effect of Shopping Center Size and Store Variety in Consumer Choice Behavior", Environment and Planning, June 1997, p. 1073—1090.
W. Markus Christen, Sachin Gupta, John C. Porter, Richard Staelin, Dick R. Wittink, "Using Market-Level Data to Understand Promotion Effects in a Nonlinear Model", Journal of Marketing Research, August 1997, p. 322—334; William L. Moore, "Levels of Aggregation in Conjoint Analysis: An Empirical Comparison", Journal of Marketing Research, November 1980, p. 516-523, См. также работу Roger Brice, "Conjoint Analysis: A Review of Conjoint Paradigms and Discussion of the Outstanding Design Issues", Marketing & Research Today, November 1997, p. 260-266.
1. J. Douglass Carroll, Paul E. Green, "Psychometric Methods in Marketing Research: Part I. Conjoint Analysis", Journal of Marketing Research, November 1995, p. 385-391; Frank J. Carmone, Paul E. Green, "Model Misspecification in Multiattribute Parameter Estimation", Journal of Marketing Research, February 1981, p. 87-93.
2. О применении совместного анализа с использованием регрессионного анализа на основании метода наименьших квадратов см. в работах Amy Ostrom, Dawn lacobucci, "Consumer Trade-Ofs and the Evaluation of Services", Journal of Marketing, January 1995, p. 17-28; Peter J. Danaher, "Using Conjoint Analysis to Determine the Relative Importance of Service Attributes Measured in Customer Satisfaction Surveys", Journal of Retailing, Summer 1997, p. 235—260.
3. J. Douglass Carroll, Paul E. Green, "Psychometric Methods in Marketing Research: Part I. Conjoint Analysis", Journal of Marketing Research, November 1995, p. 385-391; Naresh K. Malhotra, "Structural Reliability and Stability of Nonmetric Conjoint Analysis", Journal of Marketing Research, May 1982, p. 199-207; Tomas W. Leigh, David B. MacKay, John O. Summers, "Reliability and Validity of Conjoint Analysis and Self-Explicated Weights: A Comparison", Journal of Marketing Research, November 1984, p. 456-462; Madhav N. Segal, "Reliability of Conjoint Analysis: Contrasting Data Collection Procedures", Journal of Marketing Research, February 1982, p. 139-143.
Del I. Hawkins, Roger J. Best, Kenneth A. Coney, Consumer Behavior Implications for Marketing Strategy, 7th ed. (Boston, MA: McGraw Hill, 1988).
Clark Hu, Stephen J. Hiemstra, "Hybrid Conjoint Analysis as a Research Technique to Measure Meeting Planners Preferences in Hotel Selection", Journal of Travel Research, Fall 1996, p. 62-69; Paul E. Green, Abba M. Krieger, "Individualised Hybrid Models for Conjoint Analysis", Management Science, June 1996, p. 850-867; Paul E. Green, "Hybrid Models for Conjoint Analysis: An Expository Review", Journalof Marketing Research, May 1984, p. 155-169. S. Pfeifer, B. Gain, K. Walsh, "Managing Specialties: How to Grow When Prices Stall", Chemical Week, December 10, 1997, p. 30-34; Diane Schneidman, "Research Methods Designed to Determine Price for New Products, Line Extensions", Marketing News, October 23, 1987, p. 11. "Luxury Car Makers Assemble World View", Corporate Location, January-February 1997, p. 4.
Linda Grant, "Outmarketing P & G", Fortune, January 12, 1998, p. 150-152; David Batler, "Thai Superconcentrates Foam", Advertising Age, January 18, 1993, p. 111.