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Samenvatting Papers Market Engineering
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Papers EngineeringPreference measurement with conjoint analysis
In preference measurement products represent attribute bundles. Preference
measurement tries to analyse how consumers value each component and come
up with a quantifiable result.
Predicting new service adoption with conjoint analysis
Choice-based conjoint (CBC) experiments are one of the most popular
techniques to measure consumer preferences, both in academic research and
marketing practice. In many CBC experiments, a no-choice option is included in
the choice sets to increase the proximity to real-life purchase situations, i.e.,
being able not to buy if none of the alternatives is acceptable (e.g., Haaijer et al.
2001). The inclusion of a no-choice option is suggested if the aim is to predict
consumers’ adoption behavior and willingness to pay (WTP). However, adding a
no-choice option leads to several challenges.
Share of no-choice decisions may be underrepresented
Selecting no-choice avoids cognitive effort
IA: Incentive aligned (purchasing real product and evaluating)
DR: dual response (select most preferred concept, whether actually purchase)
Beyond conjoint analysis
,Music for free? Ad-funded downloads affect consumer choice
Content industry is still struggling implementing online business models. Ad-
funded downloads may attract consumers who would otherwise refrain from
commercial downloading.
A new product growth for model consumer durables
The growth model developed in this paper for the timing of initial purchase of
new products is based upon an assumption that the probability of purchase at
any time is related linearly to the number of previous buyers. There is a
behavioral rationale for this assumption. The model implies exponential growth
of initial purchases to a peak and then exponential decay. In this respect it differs
from other new product growth models.
Profiling retail web site functionalities and conversion rate
Low conversion rates due to:
Low search cost and effort involved in online shopping
Delay of purchase because cost of revisiting site is low
Web site may be poorly designed
A customer’s behaviour at an online store can be characterized by two patterns,
pattern of visits and pattern of purchases.
, Existence of advanced functionalities such as product search mechanisms
attracts shoppers who search for product information, these visitors have higher
conversion rates than those who do not search.
Click here for internet insight: clickstream data
Clickstream data = electronic record of a user’s activity on the internet. For
example: pages visited, time spent on page, page views, banners clicked on,
conversion etc.
Users will request an additional page view from a given site so long as the value
of viewing the new page exceeds the cost of doing so.
Sequential market basket analysis
Market basket analysis = find pairs or sets of products that are jointly observed
in large samples of baskets, based on the assumption that purchase of one or
more product within a set would lead to purchase of the remaining ones.
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