DETERMINATION OF CONJOINT PATHWORTHS WITH GENERALIZED ESTIMATION EQUATIONS
Öz
Conjoint Analysis is a efficient analysis and is used esspecially in marketing. It was used to predict the utility and price level at product or service development or for innovative purposes. It has the disadvantage of strict profile usage and orthogonal profile determination for the efficient coefficient estimation. The increasing attribute level amount involves further problems in the research. The aim of this study is to show that the coefficient of correlation and the product factor significance obtained by the Conjoint Analysis can be obtained by the Generalized Estimation Equations. In this analysis the data from a study conducted by M.Baran(2007) is used. In his study, Baran revealed the importance factor of consumer in tea preferences. The Generalized Estimation Equations have been developed as an expanded version of linear models to obtain efficient and unbiased estimates with longitudional, panel or clustered data. In this study the model coefficients and utility values have been estimated comparatively by both of the methods.
Anahtar Kelimeler
Conjoint Analysis,General Mixed Models,Generalized Estimation Equations,Consumer Choice
Kaynakça
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