The Usage of conjoint analysis in marketing research and an application

ABSTRACT PhD Thesis THE USAGE OF CONJOINT ANALTSIS IN MARKETING RESEARCH AND AN APPLICATION HARUN SÖNMEZ Anadolu University Graduate School of Natural and Applied Science Statistics Program Supervisor : Prof. Dr. Ersoy CANKÜYER 2001 In this thesis, conjoint analysis a recently developed technique, to create some benefits to the future products or to the products already in the process line and to help having an efficient product design is investigated and also its importance among the multivariate techniques is discussed. Conjoint analysis is a multivariate marketing research technique. Conjoint analysis also reveals the change in the consumer consuming behaviours and their preferences. In the application, the most important factors effecting to buy a home PC for the academic staff working in the Faculty of Science of Anadolu University are investigated. With a simulation, the most likely computer configuration, as classified in economical, office, and professional, to be preferred according to consumer preferences is decided and according to these preferances which computer configurations could be emphasised by the companies in the market in their sale campains is shown. Keywords: Conjoint Analysis, Preferences of Consumer, Simulation