Introduction aux techniques de recherche marketing Research
Transcription
Introduction aux techniques de recherche marketing Research
Research marketing - Context Introduction aux techniques de recherche marketing Option Data Mining Competition in the markets Understand consumers' needs and desires Identify attributes Æ appeal buyers Combination of attributes Joëlle Debély – HEG Genève – 20 février 2007 www.hesge.ch/heg -2- Conjoint analysis Questionnaire presents realistic tradeoffs Which would you prefer in your next automobile? 210 horsepower 140 horsepower or 18 miles per gallon 28 miles per gallon -3- What conjoint analysis is? A research technique to determine the combination of features your product must have to appeal to a specific market Used to understand how respondents develop preferences for products or how explain consumer preferences between different products with attributes Based on the idea that consumers evaluate the value of a product by combining the separate amounts of value provided by each attribute Conjoint analysis tries to determine importance accorded by consumer to attributes and utilities of levels -4- For the marketing? Definition Enable positioning differently according to the competitors To know how consumer evaluates different product characteristics to offer to him a good and different combination of product attributes 1.Joined together; combined 2.Involving 2 or more combined or associated entities; joint -5- What is conjoint analysis? General approach: Set of real or hypothetical products Combination presented to respondents Æ overall evaluations Conjoint procedures Æ estimate levels of each attribute -7- The American Heritage College Dictionary Conjoint Æ idea that buyers evaluate an overall product based on its multiple conjoined attributes -6- Conjoint analysis objective Measure the conjoint effect of some independent variables (explicative) with dependant variables (to explain) -8- Utility Conceptual basis for measuring value in conjoint analysis Subjective judgement of preference unique to each individual Sum parth-worth to arrive at an overall utility Products with higher utility are more preferred Process of the conjoint analysis Formulate the problem ↓ Construct the stimuli ↓ Decide on the form of input date ↓ Select a conjoint analysis procedure ↓ Interpret the results ↓ Assess reliability and validity -9- Step1: Formulate the problem Identify attributes (6-7) and attributes levels Salient Identified through discussions, qualitative research - 11 - - 10 - Step2: Construct the stimuli Input data = preferences expressed by interviewees 2 approaches for constructing stimuli: Pairwise approach / two-factor evaluations for an attributes couples Full-profile procedure for combination of explicatives variables - 12 - 2 approaches for constructing stimuli Two-factor evaluations 3 attributes defined at 3 levels = 3x3x3=27 ! Orthogonal array Prix Classe Full-profile approach 100€ 150€ 1e classe 1 3 2e classe 2 4 Measurement of all main effects of interest on an uncorrelated basis Full-profile approach Class: Price: Way: 1e 100€ indirect Rank: 5 - 13 - Step3: Decide on the form of input data Input data: metric or nonmetric Nonmetric data: respondents are required to provide rank-order evaluations Metric data: respondents provide ratings - 14 - Step4: Select a conjoint analysis procedure Basic conjoint analysis model: m ki U ( X ) = ∑∑ α ij xij i =1 j =1 Importance of an attribute I i = {max(α ij ) − min(α ij )} Importance is normalized Wi = Ii m ∑I i =1 - 15 - i - 16 - Suite… Introduction rapide au logiciel SPSS Démonstration analyse conjointe sur SPSS (Carpet.sav) Exercice individuel ou par 2 (Agences de voyages) Exercice à faire pour la semaine prochaine envoyer par mail à: [email protected] - 17 - Questionnaire Agence de voyages Conseil : prestations de base Prix : forfait CHF200.Accueil et espace de transaction : minimal Conseil : personnalisé Prix : forfait CHF200.Accueil et espace de transaction : minimal Conseil : prestations de base Prix : forfait CHF200.Accueil et espace de transaction : élaboré Conseil : personnalisé Prix : forfait CHF200.Accueil et espace de transaction : élaboré Conseil : prestations de base Prix : 5% prix total voyage Accueil et espace de transaction : minimal Conseil : personnalisé Prix : 5% prix total voyage Accueil et espace de transaction : minimal Conseil : prestations de base Prix : 5% prix total voyage Accueil et espace de transaction : élaboré Conseil : personnalisé Prix : 5% prix total voyage Accueil et espace de transaction : élaboré Conseil : prestations de base Prix : tarif horaire CHF150.- par heure Accueil et espace de transaction : minimal Conseil : personnalisé Prix : tarif horaire CHF150.- par heure Accueil et espace de transaction : minimal Conseil : prestations de base Prix : tarif horaire CHF150.- par heure Accueil et espace de transaction : élaboré Conseil : personnalisé Prix : tarif horaire CHF150.- par heure Accueil et espace de transaction : élaboré - 18 -