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Conjoint-Analyse und Marktsegmentierung

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  • Steiner, Winfried J.
  • Baumgartner, Bernhard
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    Abstract

    Die Marktsegmentierung zählt neben der Neuproduktplanung und Preisgestaltung zu den wesentlichen Einsatzgebieten der Conjoint-Analyse. Neben traditionell eingesetzten zweistufigen Vorgehensweisen, bei denen Conjoint-Analyse und Segmentierung in zwei getrennten Schritten erfolgen, stehen heute mit Methoden wie der Clusterwise Regression oder Mixture-Modellen neuere Entwicklungen, die eine simultane Segmentierung und Präferenzschätzung ermöglichen, zur Verfügung. Der Beitrag gibt einen Überblick über die vorliegenden methodischen Ansätze zur Verknüpfung von Conjoint-Analyse und Marktsegmentierung und zeigt die Vorzüge simultaner Conjointsegmentierungsmethoden gegenüber den in der Unternehmenspraxis noch immer weit verbreiteten zweistufigen Verfahren auf. Along with new product/concept identification and pricing, market segmentation ranks among the primary purposes in commercial conjoint applications. Traditionally, this conjoint segmentation has been accomplished by a two-step procedure, (1) either by first segmenting markets and subsequently estimating conjoint models at the segment level or (2) by first conducting conjoint analysis at the individual level and then clustering individual level part-worths. However, in recent years, some powerful techniques for simultaneously performing market segmentation and calibrating segment-level part-worths such as clusterwise regression procedures and mixture models have been proposed. This article provides an overview of existing conjoint segmentation methods and particularly focuses on the newer simultaneous approaches which offer substantial advantages compared to the traditional two-step procedures.

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    File URL: http://epub.uni-regensburg.de/4496/1/Diskussionspaper382.pdf
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    Bibliographic Info

    Paper provided by University of Regensburg, Department of Economics in its series University of Regensburg Working Papers in Business, Economics and Management Information Systems with number 382.

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    Date of creation: 2003
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    Handle: RePEc:bay:rdwiwi:724

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    Keywords: Marktsegmentierung; Conjoint-Analyse ; Simultanverfahren;

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