Overview

Conjoint Analysis: The Pioneering Years by Paul Green chronicles the development of one of marketing's most powerful and enduring research techniques. This book captures Green's groundbreaking work on conjoint analysis, an approach that revolutionized how companies understand customer trade-offs and preferences. By simulating real-world decision-making, conjoint analysis allows marketers to uncover what product features truly drive consumer choices. Green takes readers back to the origins of conjoint methods, explaining the core principles, experimental designs, and analytical techniques that shaped early research. The book offers practical guidance on designing effective studies and interpreting results while providing historical context on how conjoint evolved into a staple of product development and pricing research. Ideal for marketing researchers, analysts, and students of consumer behavior, this book is both a historical archive and a practical guide. Discover how conjoint analysis laid the groundwork for modern preference modeling and continues to inform decision-making in industries from tech to consumer goods.

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9781636514697

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Paul E. Green was Emeritus Professor of Marketing at The Wharton School, The University of Pennsylvania. Prof. Green was often called ""the father of conjoint analysis,"" the powerful predictive statistical technique and backbone of market research. Conjoint analysis allows marketing managers to make accurate decisions about what products and services to sell-and helped make Green marketing's most cited author. The marketing discipline's familiarity with the utilization of Bayesian statistics, multidimensional scaling, clustering, and analysis of qualitative data are due in part to the pioneering works of Prof. Green. The most prolific of marketing scholars with 16 books and over 200 articles, his influence on the marketing discipline ranges far beyond his ground breaking inspired writings. As a creative researcher, he stimulated the design and implementation of numerous innovative studies for the solution of real-world problems. Prof. Green received all of the major marketing awards, including the Parlin Award for Advancement of Science in Marketing, the AMA/Irwin Marketing Educator of the Year Award, The Outstanding Marketing Educator Award, and the Lifetime Achievement in Marketing Research Award. In 1996 the Journal of Marketing Research established the Paul E. Green Award for the best article in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research. He passed away on September 21, 2012. Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.

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