Introduction aux techniques de recherche marketing Research

Transcription

Research marketing - Context
Introduction aux techniques de
recherche marketing
Option Data Mining

Competition in the markets
Understand consumers' needs and desires
Identify attributes Æ appeal buyers
Combination of attributes
Joëlle Debély – HEG Genève – 20 février 2007
www.hesge.ch/heg
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Conjoint analysis
Questionnaire presents realistic tradeoffs
Which would you prefer in your next automobile?
210 horsepower
140 horsepower
or
18 miles per gallon
28 miles per gallon
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What conjoint analysis is?
A research technique to determine the combination
of features your product must have to appeal to a
specific market
Used to understand how respondents develop
preferences for products or how explain consumer
preferences between different products with
attributes
Based on the idea that consumers evaluate the value
of a product by combining the separate amounts of
value provided by each attribute
Conjoint analysis tries to determine importance
accorded by consumer to attributes and utilities of
levels
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For the marketing?
Definition
Enable positioning differently according to
the competitors
To know how consumer evaluates different
product characteristics to offer to him a good
and different combination of product
attributes
1.Joined together; combined
2.Involving 2 or more combined or associated entities;
joint
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What is conjoint analysis?
General approach:
Set of real or hypothetical products
Combination presented to respondents
Æ overall evaluations
Conjoint procedures Æ estimate levels of
each attribute
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The American Heritage College Dictionary
Conjoint Æ idea that buyers evaluate an overall product based on
its multiple conjoined attributes
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Conjoint analysis objective
Measure the conjoint effect of some
independent variables (explicative) with
dependant variables (to explain)
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Utility
Conceptual basis for measuring value in
conjoint analysis
Subjective judgement of preference unique
to each individual
Sum parth-worth to arrive at an overall utility
Products with higher utility are more
preferred
Process of the conjoint analysis
Formulate the problem
↓
Construct the stimuli
↓
Decide on the form of input date
↓
Select a conjoint analysis procedure
↓
Interpret the results
↓
Assess reliability and validity
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Step1: Formulate the problem
Identify attributes (6-7) and attributes levels
Salient
Identified through discussions, qualitative
research
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Step2: Construct the stimuli
Input data = preferences expressed by
interviewees
2 approaches for constructing stimuli:
Pairwise approach / two-factor evaluations
for an attributes couples
Full-profile procedure
for combination of explicatives variables
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2 approaches for constructing stimuli
Two-factor evaluations
3 attributes defined at 3 levels = 3x3x3=27 !
Orthogonal array
Prix
Classe
Full-profile approach
100€
150€
1e classe
1
3
2e classe
2
4
Measurement of all main effects of interest on an
uncorrelated basis
Full-profile approach
Class:
Price:
Way:
1e
100€
indirect
Rank:
5
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Step3: Decide on the form of input data
Input data: metric or nonmetric
Nonmetric data: respondents are required to
provide rank-order evaluations
Metric data: respondents provide ratings
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Step4: Select a conjoint analysis
procedure
Basic conjoint analysis model:
m
ki
U ( X ) = ∑∑ α ij xij
i =1 j =1
Importance of an attribute
I i = {max(α ij ) − min(α ij )}
Importance is normalized
Wi =
Ii
m
∑I
i =1
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i
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Suite…
Introduction rapide au logiciel SPSS
Démonstration analyse conjointe sur SPSS
(Carpet.sav)
Exercice individuel ou par 2 (Agences de
voyages)
Exercice à faire pour la semaine prochaine
envoyer par mail à: [email protected]
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Questionnaire Agence de voyages
Conseil : prestations de base
Prix : forfait CHF200.Accueil et espace de transaction : minimal
Conseil : personnalisé
Prix : forfait CHF200.Accueil et espace de transaction : minimal
Prix : forfait CHF200.Accueil et espace de transaction : élaboré
Prix : forfait CHF200.Accueil et espace de transaction : élaboré
Prix : 5% prix total voyage
Accueil et espace de transaction : minimal
Accueil et espace de transaction : élaboré
Prix : tarif horaire CHF150.- par heure
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