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- Publisher
- Springer Journals
- Copyright
- Copyright
- Subject
- Business and Management; Marketing
- ISSN
- 0923-0645
- eISSN
- 1573-059X
- DOI
- 10.1007/BF00994135
- Publisher site
- See Article on Publisher Site
Abstract
A latent class methodology for conjoint analysis is proposed, which simultaneously estimates market segment membership and part-worth utilities for each derived market segment using mixtures of multivariate conditional normal distributions. An E-M algorithm to estimate the parameters of these mixtures is briefly discussed. Finally, an application of the methodology to a commercial study (pretest) examining the design of a remote automobile entry device is presented.
Journal
Marketing Letters – Springer Journals
Published: Dec 31, 2004