[Methodological aspects of application of conjoint-analysis in business]
2007
Zhudro, N.V. | Zhudro, M.M.,Belarus State Academy of Agriculture, Gorki (Belarus)
It is possible to explain a beginning distribution of the conjoint analysis by three factors. First, in comparison with other methodical methods the requirement to differentiation of initial data are significant enough, as results of its application assume the far-reaching differentiated conclusion. Secondly, such all-round representation of properties of the goods (service) enables to present a complete estimation of its considered qualities to a counterbalance to existing methods in which basis the isolated consideration of separate properties is used. Thirdly, at this method of their measurement it is possible to speak about the analysis of competitive advantages close to a reality. Besides the results of conjoint analysis is admissible to use also for other goods which were not a subject of interrogation. From this it follows, that the conjoint analysis has wide enough and flexible spectrum of application and can be used for the various purposes. During research it is established, that application of the conjoint analysis assumes to distinguish the following steps: a choice and identification of displays of properties of the goods (service); a choice of a method of their search; a qualitative and quantitative estimation of properties of the goods (service); calculation of parameters of utility of the goods (service) on the basis of interrogation of separate respondents; aggregation of individual parameters of utility of the goods (service
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