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http://dx.doi.org/10.5351/KJAS.2015.28.5.951

Practical Designs, Analysis and Concepts Optimization in Conjoint Analysis  

Lim, Yong B. (Department of Statistics, Ewha Womans University)
Chung, Jong Hee (Department of Statistics, Ewha Womans University)
Kim, Joo H. (Department of Statistics, Ewha Womans University)
Publication Information
The Korean Journal of Applied Statistics / v.28, no.5, 2015 , pp. 951-963 More about this Journal
Abstract
The conjoint analyst in marketing are anxious to know whether there exist synergy or antagonistic effects between two attributes. That is to say, they are interested in estimating the main effects as well as the two factor interaction effects.We research the design of survey questionnaire so that all the main effects and two factor interaction effects are estimable by employing the resolution V balanced Incomplete Block Fractional Factorial Design. We screen vital few effects, find the proper model and obtain information for efficient concepts optimization by analyzing all respondents survey data.
Keywords
conjoint analysis; resolution V BIB Fractional Factorial Design; concepts optimization;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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