Conjoint Analysis – Meaning, Usage and its Limitations
April 3, 2025
Introduction During the sixties, when researchers tried to understand consumers’ decision making process, they used a simple questionnaire or a form. Respondents would generally answer what was on the top of their minds or what they assumed the researcher wanted to hear. However, this did not always correspond to their actual purchase decisions. For example,…
Individual cases are taken and a detailed study of each case is done. Advantages of Case Study Accurate data is provided There is detailed analysis Disadvantages of Case Study It is difficult to generalize. It consumes lot of time. Confidential and sensitive information may not be given. Interviewer bias is there.
What is Big Data? If marketers had all the data about consumers that they can then use to predict consumer behavior, which would be the marketers dream come true. Until now, marketers had enough data about consumers that they then modeled to arrive at probable consumer behavior decisions. This data culled from marketing research was…
They generally use small samples and also conduct direct one to one personal interviews. A detailed background is provided by the respondents and elaborate data concerning the respondents opinions, values, motivation, expression, feeling etc are obtained. Even their non-verbal expressions are observed. They take long time, therefore lengthy observations are involved.
These are conducted to customize individual responses. The questions will depend on what kind of answers are given. Even interview climate influences the respondents.
The success of interviews depends on the rapport of the interviewers established with the respondents.
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