UYARLAMALI KONJOİNT ANALİZİ VE İSTANBUL İNDİRİM MARKETLERİ ÜZERİNE BİR UYGULAMA

Year 2007, Volume: 8 Issue: 1, 1 - 11, 01.01.2007

Eylem Deniz Akıncı Sevil Bacanlı Gülay Kıroğlu

Abstract

Çalışmada, son yıllarda pazar araştırmalarında oldukça çok kullanılan bir yöntem olan Konjoint Analizinin, çok etken içeren çalışmalarda yetersiz kalması durumunda kullanılan Uyarlamalı Konjoint Analizi UKA ayrıntılı olarak incelenmiş ve Uyarlamalı Konjoint Analizi'nin İstanbul'da yer alan indirim marketleri üzerinde yapılan anket çalışmasından elde edilen verilere bir uygulaması yapılmıştır.

Keywords

Uyarlamalı Konjoint Analizi (Uka), Konjoint Analizi, Fayda Katsayısı, İndirim Marketleri

ADAPTIVE CONJOINT ANALYSIS AND AN APPLICATION ON ISTANBUL DISCOUNT MARKETS

Abstract

In this study, we have examined in detail the Adaptive Conjoint Analysis ACA that is used most commonly in cases where there are multi attributes where Conjoint Analysis become insufficient to apply. We have applied this to data that was obtained from a survey on discount markets in İstanbul

Keywords

Adaptive conjoint analysis, conjoint analysis, utility coefficient , discount markets

References

• CARMONE, F.J. (1987). ACA system for adaptive conjoint analysis. Journal of Marketing Research, 24, 325-327.
• DENİZ, E. (2002). Uyarlamalı konjoint analizi. Hacettepe Üniversitesi, Fen Bilimleri Enstitüsü, Bilim Uzmanlığı Tezi.
• GREEN, P.E. (1973). On the analysis of interactions in marketing research data. Journal of Marketing Research, vol.X, 410-420.
• GREEN, P.E., SRINIVASAN, V. (1990). Conjoint analysis in marketing: new developments with implications for research and practice. Journal of Marketing, vol. 54, 3-19.
• GREEN, P.E., KRIEGER, A.M., AGARWAL, K.M. (1991). Adaptive conjoint analysis: some caveats and suggestions. Journal of Marketing Research, vol. XXVIII, 215-222.
• JOHNSON, R.M. (1991). Comment on “adaptive conjoint analysis: some caveats and suggestions”. Journal of Marketing Research, vol. XXVIII, 223-225.
• McLAUCHLAN, W.G. (1991). Scaling prior utilities in Sawtooth Software’s adaptive conjoint analysis. Sawtooth Software Conference Proceedings, Ketchum, ID: Sawtooth Software, 251-268.
• Sawtooth Software, Inc. (1996). ACA system: Adaptive conjoint analysis, ACA manual, [Sequim, WA], Sawtooth Software, Inc.
• TUMBUSCH, J.J. (1991). Validation of adaptive conjoint analysis versus standart concept testing. Sawtooth Software Conference Proceedings, Ketchum, ID, Sawtooth Software, 177-183.