Latent Class Metric Conjoint Analysis
Marketing Letters, Volume 3, Issue 3, pp 273-288 (1992)
16 Pages Posted: 4 Jun 2016
Date Written: July 1992
A latent class methodology for conjoint analysis is proposed, which simultaneously estimates market segment membership and part-worth utilities for each derived market segment using mixtures of multivariate conditional normal distributions. An E-M algorithm to estimate the parameters of these mixtures is briefly discussed. Finally, an application of the methodology to a commercial study (pretest) examining the design of a remote automobile entry device is presented.
Keywords: Conjoint Analysis, Mixtures of Distributions, Marketing Research, E-M Algorithm, Remote Entry Devices
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