IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-540-87753-0_6.html
   My bibliography  Save this book chapter

Applications for Product and Service Design and Product Line Decisions

In: Applied Conjoint Analysis

Author

Listed:
  • Vithala R. Rao

    (Cornell University)

Abstract

The methodology of conjoint analysis has been most frequently used to tackle the difficult marketing problem of product/service design and product line selection. The typical conjoint approach for these problems is to implement a conjoint study (as per the details discussed in Chaps. 2 and 3) and to use the results to estimate attribute partworths preferably at the individual respondent level. These partworths are then used to determine the values of attributes (or design characteristics of a product or service) so as to optimize an objective function for a firm. This process requires the knowledge of the competitive set in which the new product(s) or product lines will compete and product costs (as a function of the product attributes). Usually the firm’s objective is to maximize the long-run profit potential for the new product(s) or product lines based on stable market shares of the new product(s). If cost information is not available, the objective of long run sales is used (Table 6.1).

Suggested Citation

  • Vithala R. Rao, 2014. "Applications for Product and Service Design and Product Line Decisions," Springer Books, in: Applied Conjoint Analysis, edition 127, chapter 0, pages 225-274, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-87753-0_6
    DOI: 10.1007/978-3-540-87753-0_6
    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.

    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:978-3-540-87753-0_6. 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.