Latent Class Metric Conjoint Analysis

Marketing Letters, Volume 3, Issue 3, pp 273-288 (1992)

16 Pages Posted: 4 Jun 2016

See all articles by Wayne S. DeSarbo

Wayne S. DeSarbo

Pennsylvania State University

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

Marco Vriens

Microsoft Corporation

Venkatram Ramaswamy

University of Michigan, Stephen M. Ross School of Business

Date Written: July 1992

Abstract

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

Suggested Citation

DeSarbo, Wayne S. and Wedel, Michel and Vriens, Marco and Ramaswamy, Venkatram, Latent Class Metric Conjoint Analysis (July 1992). Marketing Letters, Volume 3, Issue 3, pp 273-288 (1992). Available at SSRN: https://ssrn.com/abstract=2789054

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

Marco Vriens

Microsoft Corporation

One Microsoft Way
Redmond, WA 98052

Venkatram Ramaswamy

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109-1234
United States
734-763-5932 (Phone)
734-936-0279 (Fax)

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