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An integrated hierarchical survey for a large-scale conjoint study for mobile phones

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  • Jong Seok Kim
  • So Young Sohn

Abstract

Recent trends in the mobile phone industry have significantly influenced the application of multi-attribute preference measurement techniques (conjoint analysis). As mobile phones become more complex and as consumers become more informed about a large number (10 or more) of product attributes in developed and emerging countries, the aim of this study - to reduce the number and complexity of the questions asked of the consumer - has led the authors to propose an integrated hierarchical survey design to be used with the Kano model for large-scale conjoint analysis. This method was used to determine the high utility levels of the key attributes of mobile phones in a mature and emerging market. The results of this study were successfully implemented for product planning, product development and marketing by a mobile phone company through utilization of the results to set prices, prioritize features and provide guidelines for selecting target market segments.

Suggested Citation

  • Jong Seok Kim & So Young Sohn, 2015. "An integrated hierarchical survey for a large-scale conjoint study for mobile phones," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(4), pages 314-337, September.
    • Handle: RePEc:taf:jgsmks:v:25:y:2015:i:4:p:314-337
    DOI: 10.1080/21639159.2015.1073420
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    References listed on IDEAS

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    1. Srinivasan, V. Seenu & Netzer, Oded, 2007. "Adaptive Self-Explication of Multi-attribute Preferences," Research Papers 1979, Stanford University, Graduate School of Business.
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