Measuring Brand Equity by Hierarchical Bayes Conjoint Analysis-An Example of Notebook Computer Industry
Date Issued
2014
Date
2014
Author(s)
Yang, Ya-Ching
Abstract
Conjoint analysis is one of the most widely-used methodology in the field of marketing research when studying general structure of consumer preferences. Conjoint analysis requires research participants to make a series of trade-off, analysis of these trade-off can reveal the relative importance of component attributes. Take Brand and Price as two of attributes into consideration in the research, we can use regression analysis to measure consumer’s willingness to pay when they switch from one brand to another. This study uses choice-based conjoint analysis, and adopts hierarchical Bayes conjoint analysis to analyze the data. Hierarchical Bayes model can improve the predictive ability given that consumers are heterogeneous. Besides, the study uses an ideal point method and positioning map to find out the different features among companies. Consequently, this study uses hierarchical Bayes conjoint analysis to draw some conclusions. The first thing is to measure the relative importance of different attributes to consumers and find out the preference of different consumer groups. Secondly, based on Aaker’s thesis, the study results the meaning of marketing and management; also, it explains the limiting factor this institute faces and recommends future research directions.
Subjects
Notebooks
Brand-equity
hierarchical Bayes conjoint analysis
Part-worth Utility
Type
thesis
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ntu-103-R01724038-1.pdf
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