Conjoint Analysis In Marketing Research Applications

Being a kind of comprehensively used method in marketing research, Conjoint Analysis is fit for predicting consumer's evaluation to relative importance of some product or service (e.g product, brand, shop,e.c.)and utilities of attribute levels. Though Conjoint Analysis is very fashionable in advanced country, in China,Since marketing research is a new development area, Conjoint Analysis is unknown to many people. This paper firstly introduces the conjoint analysis method, and then discusses some topics of conjoint analysis in application .At last,it shows the practical use of conjoint analysis by a case of conjoint analysis in the Shanghai GM Sail sedan market. The paper consists of three chapers and the main content is as follows:The first chapter mainly introduces the Conjoint Analysis .First of all, it shows the development of conjoint analysis and basic concepts. Subsequently ,the paper introduces steps in practical application by a simple example, and introduce the orthogonal design.In the second Chapter, the paper mainly discusses the studies about some relevant issues in conjoint Analysis application in oversea, There remain many topics to be studied, here mainly including the Selection of model of preference; data collection method; and software development process of conjoint analysis.The third chapter is the positive analysis ,in order to know how important the consumer regard the attribute of the Sail sedan .furthermore define the market better, the paper here make a conjoint analysis case study about the Sail sedan in Shanghai GM.including public sector and private sector's utility analysis and relative importance of attribute analysis. In the end, it makes a summarization to the case.