 |
Concept
Testing
Usability
Testing
Online
Surveys
Strategic
Support
Competitive
Site Assessment
Online
Focus Groups
Site
Satisfaction & Performance
Conjoint Analysis
Viewpoint
Forum
|
|
| Conjoint analysis is based on a model of
buyer behavior which underlies many other marketing research techniques. Any product or
service is viewed as a combination of attributes, each of which makes some contribution
(positive or negative) to its acceptability. With conventional product testing, usually
one or two attributes are considered to see what effect a change has on overall
preference. With conjoint analysis, we can estimate the effects of many different
attribute-level changes in one study. NMM’s
software uses Adaptive Conjoint Analysis (ACA). Data are collected over the Internet. In
older versions of conjoint analysis, respondents worked with a fixed set of attribute
trade-offs. In ACA, the questions adjust to the individual’s earlier answers –
that is, it "adapts" as the respondent makes more and more choices. This lets us
estimate the buyer’s utilities for a large number of attribute combinations with a
small number of questions because the system skips the obvious choices and zeroes in on
the ones the buyer is truly trading off. This also makes the task shorter and more
interesting for the respondent. |
|
Quantitative Services
| Methodology Options |
 |
Our approach allows for varied methodology
applications. From every nth visitor to password protected, by invitation only
surveys, we can adapt our approach to your situation. |
|
|
