Segmenting Markets with Conjoint Analysis
描述了如何利用联合分析方法实现市场细分和产品定位，并通过医生对新处方药偏好的案例研究，展示了最优产品设计模型在测试市场定位策略有效性中的应用。
Conjoint analysis is a useful measurement method for implementing market segmentation and product positioning. The authors describe how recently developed optimal product design models provide a way to test the effectiveness of a selected class of market targeting strategies. They first propose a conceptual framework for describing segmentation in the context of conjoint analysis input data. Then they apply that framework to an illustrative case study entailing physicians’ preferences for a newly developed prescription drug. They conclude with a discussion of the limitations of the proposed method.