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- Title
Segmenting Markets with Conjoint Analysis.
- Authors
Green, Paul E.; Krieger, Abba M.
- Abstract
Conjoint analysis is a useful measurement method for implementing market segmentation and product positioning. The authors describe how recently developed optimal product design models provide a way to test the effectiveness of a selected class of market targeting strategies. They first propose a conceptual framework for describing segmentation in the context of conjoint analysis input data. Then they apply that framework to an illustrative case study entailing physicians' preferences for a newly developed prescription drug. They conclude with a discussion of the limitations of the proposed method.
- Subjects
MARKET segmentation; MARKET positioning; CONJOINT analysis; NEW product development; TARGET marketing; MARKETING strategy; MARKETING research; PRODUCT design; PRODUCT management; INDUSTRIAL design; PATENT medicines; MARKETING
- Publication
Journal of Marketing, 1991, Vol 55, Issue 4, p20
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224299105500402