163Chapter eight: Customer satisfaction and comparative advantage
Conjoint analysis (number 3) is a method providing the optimum
combination of product functions or features wanted by customers.
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In the
concept design stage, if several product proles are dened using product
attributes and their levels, and if the preference data for the product pro-
les are collected and assessed with multiple regression and other meth-
ods, then the partial value of levels within attributes can be calculated, as
can the optimum product prole with high-value attributes.
Multidimensional scaling (number 4) is a method displaying in multi-
dimensional planes the similarity distance of factors of interest, such
as brand or image, based on customer ...