Conjoint Measurement for Marketing Management

Abstract

Discusses a new tool for quantitative marketing research‐ conjoint measurement, although developed for psychometric research this technique has numerous possibilities outside this area. Emphasises marketing planning involves the integration of often conflicting goals and a balance must be sought between objectives such as market share, profit, sales growth percentage, return on investment and retail coverage. Tries to bridge an information gap by presenting essentials of conjoint measurement in fairly non‐technical terms. Introduces some of the concepts that underlie the use of conjoint measurement, the method is then described in brief. Differing steps of the research design are presented in a more detailed manner. Illustrates the potential of conjoint measurement for marketing measurement by way of an application to the market for colour televisions. Finally discusses the advantage of conjoint measurement and its limitations are summarised. Concludes that conjoint measurement will enjoy more popularity in the future.