IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-540-71404-0_18.html
   My bibliography  Save this book chapter

Sales Forecasting with Conjoint Analysis by Addressing Its Key Assumptions with Sequential Game Theory and Macro-Flow Modeling

In: Conjoint Measurement

Author

Listed:
  • David B. Whitlark

    (Brigham Young University)

  • Scott M. Smith

    (Brigham Young University)

Abstract

Conjoint analysis is a research tool for assessing market potential, predicting market share and forecasting sales of new or improved products and services. In general, conjoint analysis follows a two-step process, i.e., (1) estimating utilities for varying levels of product features and (2) simulating marketplace preferences for established, improved, and/or new products. Conjoint analysis was introduced in the 1970s (Green and Rao 1971) and by 1980 had logged more than 1000 commercial applications (Cattin and Wittink 1982). During the 1980s usage increased tenfold (Wittink and Cattin 1989). Today it may be the most widely used quantitative product development tool in the U.S. and Europe (Wittink, Vriens, and Burhenne 1994).

Suggested Citation

  • David B. Whitlark & Scott M. Smith, 2007. "Sales Forecasting with Conjoint Analysis by Addressing Its Key Assumptions with Sequential Game Theory and Macro-Flow Modeling," Springer Books, in: Anders Gustafsson & Andreas Herrmann & Frank Huber (ed.), Conjoint Measurement, edition 0, chapter 18, pages 363-370, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-71404-0_18
    DOI: 10.1007/978-3-540-71404-0_18
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Han-Kuang Tien, 2017. "How Much Should Managers Pay for Celebrity Endorsements?," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 68-77, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-540-71404-0_18. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.