Page "Conjoint analysis (marketing)" Paragraph 16
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These utility functions indicate the perceived value of the feature and how sensitive consumer perceptions and preferences are to changes in product features.
For full profile tasks, linear regression may be appropriate, for choice based tasks, maximum likelihood estimation, usually with logistic regression are typically used.
The original methods were monotonic analysis of variance or linear programming techniques, but these are largely obsolete in contemporary marketing research practice.
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