James Wiley

Choice-Based Conjoint Analysis : Models and Designs

Introduction Conjoint Analysis (CA) Discrete Choice Experimentation (DCE) Random Utility Models The Logistic Model Contributions of the Book Some Statistical Concepts Principles of Experimental Design Experimental versus Treatment Design Balanced Incomplete Block Designs and 3-Designs Factorial Experiments Fractional Factorial Experiments Hadamard Matrices and Orthogonal Arrays Foldover Designs Mixture Experiments Estimation Transformations of the Multinomial Distribution Testing Linear Hypotheses Generic Designs Introduction Four Linear Models Used in CA and DCE Brands-Only Designs Attribute-Only Designs Brands-Plus-Attributes Designs Brands, Attributes, and Interaction Design Estimation and Hypothesis Testing Appendix: Logit Analysis of Traditional Conjoint Rating Scale Data Designs with Ordered Attributes Introduction Linear, Quadratic, and Cubic Effects Interaction Components: Linear and Quadratic An Illustration Pareto Optimal Designs Inferences on Main Effects Inferences on Main Effects in 2m Experiments Inferences on Interactions Orthogonal Polynomials Substitution Rate of Attributes Reducing Choice Set Sizes Introduction Subsetting Choice Sets Subsetting Levels into Overlapping Sets Subsetting Attributes into Overlapping Sets Designs Generated from a BIBD Cyclic Construction: s Choice Sets of Size s Each for an ss Experiment Estimating a Subset of Interactions Availability (Cross-Effects) Designs Introduction Brands-Only Availability Designs Portfolio Designs Brand and One (or More) Attributes Brands and More Than One Attribute Sequential Methods Introduction Sequential Experiment to Estimate All Two- and Three-Attribute Interactions Sequential Methods to Estimate Main Effects and Interactions, Including a Common Attribute in 2m Experiments CA Testing Main Effects and a Two-Factor Interaction Sequentially Interim Analysis Some Sequential Plans for 3m Experiments Mixture Designs Introduction Mixture Designs: CA Example Mixture Designs: DCE Example Mixture-Amount Designs Other Mixture Designs Mixture Designs: Field Study Illustration References Index

The nature, role and impact of connected relations: a comparison of European and Chinese suppliers' perspectives

Purpose – The objective is to review theories of the impact of network relations and present empirical evidence on their nature and impacts. Among the questions addressed are: Who initiates network relations? Which ones are important and why? and What is the nature of the affects in important relationships?Design/methodology/approach – Analysis is based on the IMP2 omnibus survey of international B2B business relations, specifically Swedish, German and Chinese firms.Findings – While there are some differences between countries, contrary to conventional wisdom, no evidence can be found that Chinese firms differ from European firms on the above questions.Research limitations/implications – China is rapidly evolving a market‐based economy and its firms increasingly interact with foreign customers and suppliers. It is to be expected in particular that Chinese responses to the questions regarding network relations will evolve. An implication is that studies of this sort should be periodically repeated over the...

Evaluating a Model of Industrial Relationship Performance: A Comparison of European and Chinese results using the IMP Data Base

Abstract Firms are not isolated economic actors. Their performance depends on more than their own efforts, capabilities and resources. It is also a function of the efforts and resources of others and on the relations a firm has both directly and indirectly with these counterparts. Based on these premises, we examine whether a model of international business relationship performance developed in a Western business context generalises to a Chinese context. Contrary to expectations, given the differences in business cultures, our results suggest that the same model applies in Swedish and Chinese samples of international supplier-customer relations. The exception is that connected business relations have a significant indirect effect on performance in the Chinese but not the Swedish sample. Differences also exist in the way some items used to measure two relationship dimensions operate in the two contexts. Management implications of our results and future research directions are discussed.

Modeling the Structural Dynamic of Industrial Networks

Market systems consist of locally interacting agents who continuously pursue advantageous opportunities. Since the time of Adam Smith, a fundamental task of economics has been to understand how market systems develop and to explain their operation. During the intervening years, theory largely has stressed comparative statics analysis. Based on the assumptions of rational, utility or profit-maximizing agents, and negative, diminishing returns) feedback process, traditional economic analysis seeks to describe the, generally) unique state of an economy corresponding to an initial set of assumptions. The analysis is tatic in the sense that it does not describe the process by which an economy might get from one state to another.

An experimental study of female Tweeners' evaluative beliefs regarding ads, attitude toward the ad, and purchase intent for fashion apparel

Purpose – There is a lack of literature analysing the characteristics and purchasing behaviour of “Tweeners”. This paper aims to focus on components of visual content targeting Tweeners in order to better understand their characteristics and, importantly, so that marketers may better design and deliver effective and appealing communications.Design/methodology/approach – Three components of visual content are studied: outfit, backdrop, and model size. A controlled experiment is used. A Fishbein formulation is adopted with evaluative beliefs being toward visual components and attitude is toward the advertisement, Aad. The key research questions concern the relationships between evaluative beliefs regarding visual components, Aad, and intentions to purchase fashion apparel.Findings – The paper reveals that purchase intentions for most categories of outfits are unaffected by the backdrop of the advertisement. However, a pronounced interaction between outfit and backdrop is found for one category of outfit. In...

Applying Choice Based Conjoint Measurement to Forcast Demand for a New Restaurant Category

Abstract This paper examines the use of Choice Based Conjoint experimentation for forecasting demand for a new restaurant category. The results of the forecasting experiment are compared to demand for existing restaurant categories to determine whether the choice experiment replicates actual category shares in the sampled region. The analysis shows that Choice Based Conjoint experiments are able to predict category shares for existing restaurant categories. It is then shown how the approach may be used to estimate demand for a new category.