The Application of Conjoint Analysis on Preference Research of the 3C Product: An Example of Notebook
Date Issued
2005
Date
2005
Author(s)
Liu, Cha-Wei
DOI
zh-TW
Abstract
Recent years, drastic improvement and breakthroughs in manufacturing technology leads to radical price drop in notebook computers’ key components, yielding continuous rise in its adoption rate. This upper trend even over rides the demand for desktop personal computers. To majority of students, professors, businessmen, a notebook becomes an essential tool in their workplace.
Conjoint analysis is frequently used methodology in the field of marketing research when studying general structure of consumer preferences. This study uses choice-based conjoint analysis, utilizes multinomial logit model in CBC software by Sawtooth to analyze the data. Using values from part-worth utility of the main effects breaks down interest level of features of a notebook for the total population, and discuss the interference between properties.
Based on people’s technology life style in questionnaire, using statistic software SPSS to group the population and apply multinomial logit model then identify the similarities and differences as well as cross references with the total population.
Concluding analyzed data and discoveries, results the meaning of marketing and management, and explains the limiting factor this institute faces and recommends future research directions.
Subjects
筆記型電腦
聯合分析法
成份效用值
科技生活型態
Notebook
Conjoint Analysis
Part-worth Utility
Technology Lifestyle
Type
thesis
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