价格研究中数据分析.ppt

* In understanding customer or consumer needs, it is important to recognise that not everyone has the same needs. Conjoint is a micro model which enables us to look at needs by any pre-determined subgroup and provides an excellent means of segmenting a market. This is the standard way of showing the size of conjoint needs based segments based on size of (population within sample) and value. If you have no measure of value within the study just show the size chart. * This charts shows how the segments are different to each other based on their needs (how conjoint attributes influence choice). If there are too many differentiating the chart format on p18. * * * * * * * * * Elasticity varies widely between market: typical FMCG market = elasticity of -2 (a price increase of 10% = a loss in share of 20%) very brand loyal markets, e.g. newspapers = elasticity of less than -1 (a price increase of 10% = a loss in share of less than 10%) some markets can be very price sensitive = example shown * * * * * * * * * * * * * Conjoint analysis works by breaking down the product or service into its component parts, such as brand, price, product features and service. Each attribute is then broken down into levels, or the options available within that attribute. So for the attribute ‘brand’ the main brands in the market would be listed, price would cover the range of prices available from lowest to highest in the market and attributes related to product features would be described by the different options available. The fact that conjoint decomposes each attribute into categorical levels is a major benefit to the approach because: A) It is a more meaningful task for the respondent to complete, and will therefore elicit more realistic results than other methods. B) It enables a more actionable level of analysis as it reveals not only the extent to which each attribute influences choice, but the degree to which each level of the attribute influences the decision. For examp