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http://dx.doi.org/10.5351/KJAS.2004.17.2.205

Conjoint Analysis Based on the Chebyshev Estimation, with Application to New Product Development of Cellular Phone  

김부용 (숙명여자대학교 수학통계학부)
Publication Information
The Korean Journal of Applied Statistics / v.17, no.2, 2004 , pp. 205-218 More about this Journal
Abstract
Conjoint analysis is employed to decompose the consumer's preference judgements into the importance of attributes, and to predict the degree of preference for each profile of the products, services, or ideas. It has been widely used in industrial marketing, particularly in the areas of product positioning and new product development. This paper is mainly concerned with the conjoint analysis based on the Chebyshev estimation since the efficiency of the least squares estimator is lower than that of the Chebyshev estimator when the preferences are measured as the rank-order. A case study is performed on the preference for cellular phones. And it is shown that conjoint analysis based on the Chebyshev estimation is superior, in terms of the predictive validity, to one which is based on the least squares estimation.
Keywords
Conjoint analysis; Chebyshev estimation; New product development; Cellular phone; Predictive validity;
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