THE STUDY OF TRADE-OFF IN CONJOINT ANALYSIS

抄録

Conjoint analysis is a scaling method originally developed in mathematical psychology. Today it is used in many of the social sciences and applied sciences including marketing, product management, and operations research. It is used for measuring each factorfs contribution to the whole evaluation of products consisting of some factors, for example, in testing customer acceptance of new product designs, in assessing the appeal of advertisements and in service design. TRADE-OFF is a method of conjoint analysis used for measuring the part worth value of factors in the total evaluation, exclusively using when evaluations is non-metrical data. The part worth values obtained by TRADE-OFF give an approximate comparison of each factor’s contribution to the total evaluation, but it is impossible to utilize their contributions for statistical use since they are usually obtained by numerical solution. Moreover, their solution isn’t correct and unique. And it is known that the part worth value obtained by In this paper, we show the problems of TRADE-OFF and then propose a method to obtain its definite solution.