Conjoint Analysis - Green, Paul E.

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Résumé :
Conjoint Analysis: Advanced Methods by Paul Green pushes the boundaries of marketing science by introducing sophisticated extensions and applications of conjoint techniques. This book is a must-have for researchers and practitioners who want to extract deeper insights from consumer data and model complex decision-making behavior with greater precision. From hybrid conjoint designs to interaction modeling and hierarchical Bayes estimation, Green explores methods that are both technically robust and highly actionable. Ideal for experienced analysts, this book addresses advanced topics like part-worth estimation, adaptive conjoint analysis, and the integration of conjoint with segmentation and market simulation. Through clear explanations and illustrative case studies, Green demonstrates how these methods can optimize product configurations, assess price elasticity, and predict market share. This book reflects Green's ongoing contributions to marketing research and offers a comprehensive resource for those ready to elevate their analytical capabilities. It's an essential guide for professionals looking to bridge theory and application in high-stakes marketing decisions....

Biographie:
Paul E. Green was Emeritus Professor of Marketing at The Wharton School, The University of Pennsylvania. Prof. Green was often called the father of conjoint analysis, the powerful predictive statistical technique and backbone of market research. Conjoint analysis allows marketing managers to make accurate decisions about what products and services to sell-and helped make Green marketing's most cited author. The marketing discipline's familiarity with the utilization of Bayesian statistics, multidimensional scaling, clustering, and analysis of qualitative data are due in part to the pioneering works of Prof. Green. The most prolific of marketing scholars with 16 books and over 200 articles, his influence on the marketing discipline ranges far beyond his ground breaking inspired writings. As a creative researcher, he stimulated the design and implementation of numerous innovative studies for the solution of real-world problems. Prof. Green received all of the major marketing awards, including the Parlin Award for Advancement of Science in Marketing, the AMA/Irwin Marketing Educator of the Year Award, The Outstanding Marketing Educator Award, and the Lifetime Achievement in Marketing Research Award. In 1996 the Journal of Marketing Research established the Paul E. Green Award for the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research. He passed away on September 21, 2012....

Sommaire:
Conjoint Analysis: Advanced Methods by Paul Green pushes the boundaries of marketing science by introducing sophisticated extensions and applications of conjoint techniques. This book is a must-have for researchers and practitioners who want to extract deeper insights from consumer data and model complex decision-making behavior with greater precision. From hybrid conjoint designs to interaction modeling and hierarchical Bayes estimation, Green explores methods that are both technically robust and highly actionable. Ideal for experienced analysts, this book addresses advanced topics like part-worth estimation, adaptive conjoint analysis, and the integration of conjoint with segmentation and market simulation. Through clear explanations and illustrative case studies, Green demonstrates how these methods can optimize product configurations, assess price elasticity, and predict market share. This book reflects Green's ongoing contributions to marketing research and offers a comprehensive resource for those ready to elevate their analytical capabilities. It's an essential guide for professionals looking to bridge theory and application in high-stakes marketing decisions....