Three-Way Multivariate Conjoint Analysis

Marketing Science, Vol. 1, No. 4, pp. 323-350

29 Pages Posted: 10 May 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

J. Carroll

Rutgers, The State University of New Jersey (Deceased)

Donald R. Lehmann

Columbia Business School - Marketing

John O'Shaughnessy

Columbia University - Columbia Business School

Date Written: 1982

Abstract

Three-Way Multivariate Conjoint Analysis is developed as an extension of traditional metric conjoint analysis allowing one to examine several dependent variables simultaneously, as well as individual differences in response. Four nested models are developed to examine the effects of the experimental design, the dependent variables, and individual differences. An illustration concerning the relationship of product characteristics to the importance of various decision-making criteria for industrial purchasing is provided. Finally, extensions of the model(s) to other marketing applications and nonmetric analyses are discussed.

Keywords: Conjoint Analysis, Three-Way Multidimensional Scaling, Constrained Preference Analysis

Suggested Citation

DeSarbo, Wayne S. and Carroll, J. and Lehmann, Donald R. and O'Shaughnessy, John, Three-Way Multivariate Conjoint Analysis (1982). Marketing Science, Vol. 1, No. 4, pp. 323-350, Available at SSRN: https://ssrn.com/abstract=2777696

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

J. Carroll

Rutgers, The State University of New Jersey (Deceased)

Donald R. Lehmann

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

John O'Shaughnessy

Columbia University - Columbia Business School

3022 Broadway
New York, NY 10027
United States

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