摘要
联合分析(Conjoint Analysis)是一种定量的研究消费者选择偏好的方法。虽然从它诞生到现在只有40年的历史,但它对消费者行为学的影响很大,它的发展更是日新月异。文章首先介绍了联合分析的基本概念,然后重点阐述了联合分析的原理、步骤和发展历程,最后对联合分析的发展方向作了一个简要概括。
The conjoint analysis is a quantificational method of studying the consumers preferences. It has been playing a more and more important role on consumer behavior since its origination, and it has been developing rapidly in no more than forty years. This paper firstly introduces the basic concept of conjoint analysis, then focuses on its principle, process and development, and finally makes a brief summary of its future direction.
出处
《心理科学进展》
CSSCI
CSCD
北大核心
2005年第1期97-106,共10页
Advances in Psychological Science
关键词
联合分析
偏好模型
正交设计
产品模拟
conjoint analysis, preference model, orthogonal design, product simulation.
