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Market Data Analysis Using JMP by Walter R. Paczkowski

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Introduction

People constantly make choices, especially in the markets where they buy and sell. These market choices are extensive and varied and include decisions such as what brand to buy, what flavor yogurt to eat, what school to attend, what product to sell, what price to charge, and so forth. Market researchers are asked to analyze these market choices, which they do using a variety of methodologies that form a family as shown in the tree-like structure in Figure 6.1 Choice Model Family.
Figure 6.1 Choice Model Family
At the top of the tree are three major modeling methodologies: Conjoint, Discrete Choice, and MaxDiff. These are used ...

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