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FilmCast: A Conjoint Analysis Exercise
內容大綱
Maya Fonseca, the marketing analyst for video streaming service FilmCast, and her colleague Rupert Cruz had to interpret the results of a conjoint analysis conducted by their company. FilmCast was a large company, competing against Videosource and Webflickstream. The marketing analysts were debating whether it made sense to lower the price of their services and if the conjoint analysis results supported this idea.
學習目標
This exercise can be used in undergraduate marketing analytics courses with a component on conjoint analysis. This exercise could be used either as a take-home assignment or as a shorter discussion element after a lecture/reading. After working through the exercise and assignment questions, students will be able to do the following:<ul><li>Convert utility estimates to equivalent monetary values.</li><li>Interpret utility estimates, and explain or justify estimates that are nonintuitive.</li><li>Calculate estimated market shares using the output from a conjoint analysis.</li></ul>