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Abstract Details
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Activity Number:
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656
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Type:
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Contributed
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Date/Time:
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Thursday, August 2, 2012 : 10:30 AM to 12:20 PM
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Sponsor:
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Section on Statistics in Marketing
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| Abstract - #304141 |
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Title:
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Combining Attribute Classification with Utilities in Conjoint Studies
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Author(s):
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Ulderico Santarelli*+
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Companies:
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Marketing Consultant
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Address:
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Via Bellinzona, 32, Milano 20155, International, , Italy
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Keywords:
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conjoint ;
choice rule ;
attribute classification ;
Bayes ;
non compensatory
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Abstract:
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The compensatory nature of conjoint utilities can be combined with an a priori attribute classification, thus relieving the weakness of a pure compositional model in the simulation of consumer's stated choice. The a priori attribute classification also makes the choice experiment easier by the use of the preliminary preference information, contextual to the attribute classification with a limited number of full profile stimuli actually shown to respondents.
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Authors who are presenting talks have a * after their name.
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