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- Title
A GENERAL APPROACH TO PRODUCT DESIGN OPTIMIZATION VIA CONJOINT ANALYSIS.
- Authors
Green, Paul E.; Carroll, J. Douglas; Goldberg, Stephen M.
- Abstract
This paper describes some of the features of POSSE (Product Optimization and Selected Segment Evaluation), a general procedure for optimizing product/service designs in marketing research. The approach uses input data based on conjoint analysis methods. The output of consumer choice simulators is modeled by means of response surface techniques and optimized by different sets of procedures. depending upon the nature of the objective function.
- Subjects
PRODUCT lines; PRODUCT management; MARKETING research; PRODUCT design; CONJOINT analysis; STRUCTURAL optimization; CONSUMER preferences; MARKETING strategy; MARKET segmentation
- Publication
Journal of Marketing, 1981, Vol 45, Issue 3, p17
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298104500302