Talk:Conjoint analysis (marketing)

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removed affinnova Affinnova had added a new section marked as "alternatives to conjoint analysis" which was almost pure advertising and not relevant to conjoint analysis. Only a single link to named unbranded alternative techniques was needed, since they had been generously left in before, this was taking it too far 16:16, 11 June 2007

minor edits to affinnova line. full disclosure: the original line added by 12.110.141.194 is an Affinnova company IP. I am a former Affinnova employee. I thought about moving this into it's own "Alternatives" or "Related Analytical Techniques" heading, but since it's only one sentence, left it where it is. Coldnebo 14:13, 10 February 2007 (UTC)

Inclusion of Explicit and Compositional Methods
As noted in the article the term conjoint analysis in marketing research reads on all methods of measurement of perceived value. This article needs a fair presentation of the full range of methods particularly those classified as explicit or compositional. Without such a discussion, this article implies that the complex full-profile derived methods of measurement of perceived value are preferred if not the only approach available. In its present form the article is more of an advertisement than a learned discussion. Note that the software for all of the methods discussed are provided by a single mentioned supplier.

The classical conjoint methods such as full-profile conjoint and new derivatives such as Choice-Based-Conjoint are decompositional where the feature values are determined based on the rating, ranking or selection of hypothetical combinations of features. Feature value or its impact is obtained through regression analysis. Explicit and compositional methods which are much older, are based on the direct rating, ranking or selection of features. These methods are typically simpler, cheaper, and more robust than decompositional methods. All perceive value measures however have disadvantages. The decompositional method are believed to be more accurate and are able to handle a broader range of types of features than compositional methods. As in the case of decompositional methods there has be an extensive development explicit and compositional approaches including alternative methods of measurement such as MaxDiff (mentioned in the article) and compositional conjoint and several new forms of profiling including Adaptive Simalto, Simalto II, and Design-Your-Own-Product. 76.98.244.23 (talk) 22:01, 18 November 2008 (UTC)