Thông tin tài liệu
Marketing Research
Methods in SAS
Experimental Design, Choice,
Conjoint, and Graphical Techniques
Warren F. Kuhfeld
October 1, 2010
SAS 9.2 Edition
MR-2010
Copyright
c
2010 by SAS Institute Inc., Cary, NC, USA
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Contents Overview
Marketing Research: Uncovering Competitive Advantages . . . . . . . . . . . . . . . . . . . . . . . . . . 27–40
This chapter is based on a SUGI (SAS Users Group International) paper and provides a basic intro-
duction to perceptual mapping, biplots, multidimensional preference analysis (MDPREF), preference
mapping (PREFMAP or external unfolding), correspondence analysis, multidimensional scaling, and
conjoint analysis.
Introducing the Market Research Analysis Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41–52
This SUGI paper discusses a point-and-click interface for conjoint analysis, correspondence analysis,
and multidimensional scaling.
Experimental Design: Efficiency, Coding, and Choice Designs . . . . . . . . . . . . . . . . . . . . . 53–241
This chapter discusses experimental design including full-factorial designs, fractional-factorial designs,
orthogonal arrays, nonorthogonal designs, choice designs, conjoint designs, design efficiency, orthogon-
ality, balance, and co ding. If you are interested in choice modeling, read this chapter first.
Efficient Exp eri mental Design with Marketing Research Applications . . . . . . . . . . . 243–265
This chapter is based on a Journal of Marketing Research paper and disc usse s D-efficient experimental
designs for conjoint and discrete-choice studies, orthogonal arrays, nonorthogonal designs, relative
efficiency, and nonorthogonal design algorithms.
A General Method for Constructing Efficient Choice Designs . . . . . . . . . . . . . . . . . . . . 265–283
This chapter discusses efficient designs for choice experiments.
Discrete Choice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 285–663
This chapter discusses the multinomial logit model and discrete choice experiments. This is the longest
chapter in the book, and it contains numerous examples covering a wide range of choice experiments
and choice designs. Study the chapter Experimental Design: Effici ency, Coding, and Choice
Designs before tackling this chapter.
Multinomial Logit Mo del s . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 665–680
This SUGI paper discusses the multinomial logit model. A travel example is discussed.
Conjoint Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 681–801
This chapter discusses conjoint analysis. Examples range from simple to complicated. Topics include
design, data collection, analysis, and simulation. PROC TRANSREG documentation that describes
just those options that are most likely to be used in a conjoint analysis is included.
The Macros . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 803–1211
This chapter provides e xamples and documentation for all of the autocall macros used in this book.
Linear Models and Conjoint Analysis with Nonlinear Spline Transformations 1213–1230
This chapter is based on an AMA ART (American Marketing Association Advanced Research Tech-
niques) Forum paper and discusses splines, which are nonlinear functions that can be useful in regression
and conjoint analysis.
Graphical Scatter Plots of Labeled Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1231–1261
This chapter is based on a paper that appeared in the SAS journal Observations that discusses a macro
for graphical scatter plots of labeled points. ODS Graphics is also mentioned.
Graphical Methods for Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1263–1274
This chapter is based on a National Computer Graphics Association Conference presentation and
discusses the mathematics of biplots, correspondence analysis, PREFMAP, and MDPREF.
Contents
Preface 19
About this Edition 21
Getting Help and Contacting Technical Support 25
Marketing Research: Uncovering Competitive Advantages 27
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Perceptual Mapping . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
Conjoint Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Software . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Introducing the Market Research Analysis Application 41
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Conjoint Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Discrete Choice Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
Correspondence Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Multidimensional Preference Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
Multidimensional Scaling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
5
6 CONTENTS
Experimental Design: Efficiency, Coding, and Choice Designs 53
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53
The Basic Conjoint Experiment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54
The Basic Choice Experiment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Chapter Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
Experimental Design Terminology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
Orthogonal Arrays . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59
Eigenvalues, Means, and Footballs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Experimental Design Efficiency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
Experimental Design: Rafts, Rulers, Alligators, and Stones . . . . . . . . . . . . . . . . 63
Conjoint, Linear Model, and Choice Designs . . . . . . . . . . . . . . . . . . . . . . . . . 67
Blocking the Choice Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
Efficiency of a Choice Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
Coding, Efficiency, Balance, and Orthogonality . . . . . . . . . . . . . . . . . . . . . . . 73
Coding and Reference Levels: The ZERO= Option . . . . . . . . . . . . . . . . . . . . . 78
Coding and the Efficiency of a Choice Design . . . . . . . . . . . . . . . . . . . . . . . . 81
Orthogonal Coding and the ZERO=’ ’ Option . . . . . . . . . . . . . . . . . . . . . . . . 89
Orthogonally Coding Price and Other Quantitative Attributes . . . . . . . . . . . . . . 91
The Number of Factor Levels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
Randomization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
Random Number Seeds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
Duplicates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Orthogonal Arrays and Difference Schemes . . . . . . . . . . . . . . . . . . . . . . . . . 95
Canonical Correlations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101
Optimal Generic Choice Designs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102
Block Designs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
The Process of Designing a Choice Experiment . . . . . . . . . . . . . . . . . . . . . . . 123
Overview of the Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
Example 1: Orthogonal and Balanced Factors, the Linear Arrangement Approach . . . . 127
Example 2: The Linear Arrangement Approach with Restrictions . . . . . . . . . . . . . 156
Example 3, Searching a Candidate Set of Alternatives . . . . . . . . . . . . . . . . . . . 166
CONTENTS 7
Example 4, Searching a Candidate Set of Alternatives with Restrictions . . . . . . . . . 177
Example 5, Searching a Candidate Set of Choice Sets . . . . . . . . . . . . . . . . . . . . 188
Example 6, A Generic Choice Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 198
Example 7, A Partial-Profile Choice Experiment . . . . . . . . . . . . . . . . . . . . . . 207
Example 8, A MaxDiff Choice Experiment . . . . . . . . . . . . . . . . . . . . . . . . . . 225
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233
Choice Design Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233
Exercises . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 238
Efficient Experimental Design with Marketing Research Applications 243
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 243
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 243
Design of Experiments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 245
Design Comparisons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 249
Design Considerations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 251
Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 255
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 260
A Gener al Method for Constructing Efficient Choice Designs 265
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
Criteria For Choice Design Efficiency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 266
A General Method For Efficient Choice Designs . . . . . . . . . . . . . . . . . . . . . . . 268
Choice Design Applications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 269
Conclusions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 277
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 280
Discrete Choice 285
Abstract . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 285
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 285
Experimental Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 287
Customizing the Multinomial Logit Output . . . . . . . . . . . . . . . . . . . . . . . . . 287
8 CONTENTS
Candy Example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 289
The Multinomial Logit Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 289
The Input Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 292
Choice and Survival Models . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294
Fitting the Multinomial Logit Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 295
Multinomial Logit Model Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 296
Fitting the Multinomial Logit Model, All Levels . . . . . . . . . . . . . . . . . . . . . . . 298
Probability of Choice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 300
Fabric Softener Example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 302
Set Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 302
Designing the Choice Experiment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 304
Examining the Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 306
The Randomized Design and Postprocessing . . . . . . . . . . . . . . . . . . . . . . . . . 309
From the Linear Arrangement to a Choice Design . . . . . . . . . . . . . . . . . . . . . . 311
Testing the Design Before Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . 313
Evaluating the Design R elative to the Optimal Design . . . . . . . . . . . . . . . . . . . 319
Generating the Questionnaire . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 323
Entering the Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 324
Processing the Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 325
Binary Coding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 327
Fitting the Multinomial Logit Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 329
Multinomial Logit Model Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 329
Probability of Choice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 331
Custom Questionnaires . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 333
Processing the Data for Custom Questionnaires . . . . . . . . . . . . . . . . . . . . . . . 337
Vacation Example . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 339
Set Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 340
Designing the Choice Experiment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 343
The %MktEx Macro Algorithm . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 347
Examining the Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 349
From a Linear Arrangement to a Choice Design . . . . . . . . . . . . . . . . . . . . . . . 356
Testing the Design Before Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . 360
CONTENTS 9
Generating the Questionnaire . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 369
Entering and Processing the Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 371
Binary Coding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 372
Quantitative Price Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 377
Quadratic Price Effect . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 380
Effects Coding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 382
Alternative-Specific Effects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 386
Vacation Example and A rtifici al Data Generation . . . . . . . . . . . . . . . . . . . . 393
Vacation Example with Alternative-Speci fic Attributes . . . . . . . . . . . . . . . . . 410
Choosing the Numb e r of Choice Sets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 411
Designing the Choice Experiment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 413
Ensuring that Certain Key Interactions are Estimable . . . . . . . . . . . . . . . . . . . 415
Examining the Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 423
Blocking an Existing Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 426
Testing the Design Before Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . 430
Generating the Questionnaire . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 433
Generating Artificial Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 436
Reading, Processing, and Analyzing the Data . . . . . . . . . . . . . . . . . . . . . . . . 437
Aggregating the Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 442
Brand Choice Example with Aggregate Data . . . . . . . . . . . . . . . . . . . . . . . 444
Processing the Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 444
Simple Price Effects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 447
Alternative-Specific Price Effects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 449
Mother Logit Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 452
Aggregating the Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 460
Choice and Breslow Likelihood Comparison . . . . . . . . . . . . . . . . . . . . . . . . . 466
Food Product Example with Asymmetry and Availability Cross-Effects . . . . . . 468
The Multinomial Logit Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 468
Set Up . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 469
Designing the Choice Experiment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 471
Restrictions Formulated Using Actual Attribute Names and Levels . . . . . . . . . . . . 475
When You Have a Long Time to Search for an Efficient Design . . . . . . . . . . . . . . 477
10 CONTENTS
Examining the Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 480
Designing the Choice Experiment, More Choice Sets . . . . . . . . . . . . . . . . . . . . 482
Examining the Subdesigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 493
Examining the Aliasing Structure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 495
Blocking the Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 497
The Final Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 499
Testing the Design Before Data Collection . . . . . . . . . . . . . . . . . . . . . . . . . . 504
Generating Artificial Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 520
Processing the Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 521
Cross-Effects . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 523
Multinomial Logit Model Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 524
Modeling Subject Attributes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 529
Allocation of Prescription Drugs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 535
Designing the Allocation Expe riment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 535
Processing the Data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 543
Coding and Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 550
Multinomial Logit Model Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 550
Analyzing Proportions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 552
Chair Design with Generic Attributes . . . . . . . . . . . . . . . . . . . . . . . . . . . . 556
Generic Attributes, Alternative Swapping, Large Candidate Set . . . . . . . . . . . . . . 557
Generic Attributes, Alternative Swapping, Small Candidate Set . . . . . . . . . . . . . . 564
Generic Attributes, a Constant Alternative, and Alternative Swapping . . . . . . . . . . 570
Generic Attributes, a Constant Alternative, and Choice Set Swapping . . . . . . . . . . 574
Design Algorithm Comparisons . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 579
Initial Designs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 580
Improving an Existing Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 580
When Some Choice Sets are Fixed in Advance . . . . . . . . . . . . . . . . . . . . . . . 583
Partial Profiles and Restrictions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 595
Pairwise Partial-Profile Choice Des ign . . . . . . . . . . . . . . . . . . . . . . . . . . . . 595
Linear Partial-Profile Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 602
Choice from Triples; Partial Profiles Constructed Using Res trictions . . . . . . . . . . . 604
Six Alternatives; Partial Profiles Constructed Using Restrictions . . . . . . . . . . . . . 610
[...]... Index 1285 Preface Marketing Research Methods in SAS discusses experimental design, discrete choice, conjoint analysis, and graphical and perceptual mapping techniques The book has grown and evolved over many years and many revisions For example, the section on choice models grew from a two-page handout written by Dave DeLong in 1992 This edition was written for SAS 9.2 and subsequent SAS releases This... mapping, multidimensional preference analysis, and multidimensional scaling These methods allow you to analyze purchasing decision trade-offs, display product positioning, and examine differences in customer preferences They can help you gain insight into your products, your customers, and your competition This chapter discusses these methods and their implementation in SAS. ∗ Introduction Marketing research. .. Advantages Marketing researchers try to answer these questions using both standard data analysis methods, such as descriptive statistics and crosstabulations, and more specialized marketing research methods This chapter discusses two families of specialized marketing research methods, perceptual mapping and conjoint analysis Perceptual mapping methods produce plots that display product positioning, product... Contact Information Provide your full contact information: name, phone number, email address, and site number • Information about your SAS Version and Market Design Macros Please include information about the version of SAS that you have installed and are using You can find this information under Help → About SAS Please include information about the version of the macros that you have installed and are using... interpretable in MCA MR-2010A — Marketing Research: Uncovering Competitive Advantages Figure 6 Multiple Correspondence Analysis 35 36 MR-2010A — Marketing Research: Uncovering Competitive Advantages Figure 7 MDS and PREFMAP Multidimensional Scaling Multidimensional scaling (MDS) is a class of methods for estimating the coordinates of a set of objects in a space of specified dimensionality from data measuring... design Did you see an warning or error message in connection with your problem? If so, please attach a copy of the message to your technical support inquiry, and include a copy of the SAS log file for the analysis 26 Marketing Research: Uncovering Competitive Advantages Warren F Kuhfeld Abstract SAS provides a variety of methods for analyzing marketing data including conjoint analysis, correspondence... model and some pre- and post-processing The regression model uses the MDS or MDPREF coordinates as independent variables along with an additional independent variable that is the sum of squares of the coordinates The model is a constrained response-surface model 34 MR-2010A — Marketing Research: Uncovering Competitive Advantages The results in Figure 5 were modified from the raw results to eliminate... This can be intimidating when you are first getting started The following information can help you get started: • If you are new to choice modeling and choice design, and you want to understand what you are doing, you should start by reading the Experimental Design: Efficiency, Coding, and Choice Designs” chapter, which starts on page 53 It is a self-contained short course on basic choice design, complete... modeling intelligently, you need to understand the coding and modeling issues discussed in the experimental design chapter and elsewhere throughout this book • If you want to understand the choice model and the classic approach to choice design, see the “Discrete Choice” chapter starting on page 285 While this chapter contains lots of great information on many topics related to choice modeling, and. .. marital/family status (single, married, single and living with children, and married living with children), and sex (male, female) The variables are all categorical The top-right quadrant of the plot suggests that the categories single, single with kids, one income, and renting a home are associated Proceeding clockwise, the categories sporty, small, and Japanese are associated In the bottom-left quadrant you . Marketing Research
Methods in SAS
Experimental Design, Choice,
Conjoint, and Graphical Techniques
Warren F. Kuhfeld
October 1, 2010
SAS 9.2 Edition
MR-2010
Copyright
c
. 17
Concluding Remarks 1275
References 1277
Index 1285
Preface
Marketing Research Methods in SAS discusses experimental design, disc rete choice, conjoint
analysis,
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