A STRATEGY FOR A PRIORI SEGMENTATION IN CONJOINT-ANALYSIS

The general multivariate regression (GMR) model is used as an integrating framework for conjoint analysis. An advantage of the GMR approach is that it offers extensive capabilities for formulating and testing hypotheses. Particularly appealing is the way hypotheses pertaining to interactions between group membership and attribute profiles may be formulated. Group by attribute interactions can provide the basis for segmentation strategies. Illustrations of the formulation of a variety of hypotheses are provided in the present paper using a simple prototypical conjoint task.