TAILIEUCHUNG - Marketing Research Methods in SAS - Experimental Design, Choice, Conjoint, and Graphical Techniques

Thanks to a long, successful marketing campaign by De Beers, diamonds became strongly associated with romantic love, first in the United States and then globally (). In the 1940s the company launched a long-running and renowned campaign around the theme “A diamond is forever.” Over many decades, hundreds of millions of dollars were spent to market the notion that diamonds signify romance and love. That campaign benefited the entire diamond industry. As a result of extensive marketing efforts the demand for diamond engagement rings has grown steadily since the 1940s (). As the world’s largest jewelry market, the United States. | Marketing Research Methods in SAS Experimental Design Choice Conjoint and Graphical Techniques Marketing Research Discrete Choice Proc PHReg MktEx Macro Plotlt Macro Proc TransReg Experimental Design ChoicEff Macro MktRuns Macro Correspondence Analysis Proc PrinQual Multidimensional Preference Analysis Conjoint Analysis Proc Corresp Multidimensional Scaling Preference Mapping Warren F. Kuhfeld October 1 2010 SAS Edition MR-2010 Copyright 2010 by SAS Institute Inc. Cary NC USA This information is provided by SAS as a service to its users. The text macros and code are provided as is. There are no warranties expressed or implied as to merchantability or fitness for a particular purpose regarding the accuracy of the materials or code contained herein. SAS SAS AF SAS ETS SAS GRAPH SAS IML SAS QC and SAS STAT are trademarks or registered trademarks of SAS in the USA and other countries. indicates USA registration. 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 introduction 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 orthogonality balance and coding. If you are interested in choice modeling read this chapter first. Efficient Experimental Design with Marketing Research Applications . 243 265 This chapter is based on a Journal of Marketing Research paper and .

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