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Conjoint analysis is probably the most significant development in marketing research in the past few decades. It can be described as a set of techniques ideally suited to studying customers’ decision-making processes and determining tradeoffs. Though this book is oriented towards methods and applications of conjoint analysis in marketing, conjoint methods are also applicable for other business and social sciences. After an introduction to the basic ideas of conjoint analysis the book describes the steps involved in designing a ratings-based conjoint study, it covers various methods for estimating partworth functions from preference ratings data, and dedicates a chapter on methods of design and analysis of conjoint-based choice experiments, where choice is measured directly. Chapter 5 describes several methods for handling a large number of attributes. Chapters 6 through 8 discuss the use of conjoint analysis for specific applications like product and service design or product line decisions, product positioning and market segmentation decisions, and pricing decisions. Chapter 9 collates miscellaneous applications of marketing mix including marketing resource allocation or store location decisions. Finally, Chapter 10 reviews more recent developments in experimental design and data analysis and presents an assessment of future developments.
This volume consists of lectures and articles by Maurice Dobb selected from among those delivered or written by him during the 1950s and 60s. It includes three lectures delivered at the University of Bologna on ‘Some Problems in the History of Capitalism’, two lectures on economic development given at the Delhi School of Economics, articles on the theory of development, and a number of articles on various questions of soviet economic planning contributed to specialist journals. The collection ends with a note in retrospect on Marx’s Das Kapital published in recognition of the centenary of the appearance of Volume One of that work in 1867.
Maurice Dobb was the foremost Marxian economist of his generation in Britain. He was noted for his contributions to value theory, the theory of economic planning and the analysis of Soviet economic development. This set will re-issue 7 of his most important works.
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