The most commonly used variant of conjoint analysis is choice-based conjoint (CBC). Here, hierarchical Bayesian (HB) multinomial logit (MNL) models are widely used for preference estimation at the individual respondent level. A new and very flexible approach to address multimodal and skewed...

The most commonly used variant of conjoint analysis is choice-based conjoint (CBC). Here, hierarchical Bayesian (HB) multinomial logit (MNL) models are widely used for preference estimation at the individual respondent level. A new and very flexible approach to address multimodal and skewed...

Sowohl in Expertenkreisen als auch in der Öffentlichkeit wird schon länger kontrovers über die anhaltenden Niedrigzinsen diskutiert. Liegt die Ursache dieser Niedrigzinsphase an der ultralockeren Geldpolitik der Zentralbanken oder sind die Zentralbanken selbst Getriebene einer bereits länger...

The problem of inferring unrealistically high prices from choice-based conjoint optimization exercises is widely known among market research practitioners and applied marketing researchers. The literature suggests two approaches to alleviate this problem. One focuses on making the hypothetical...

Models of consumer heterogeneity play a pivotal role in marketing and economics, specifically in random coefficient or mixed logit models for aggregate or individual data and in hierarchical Bayesian models of heterogeneity. In applications, the inferential target often pertains to a population...

Brand managers in packaged goods categories need to understand drivers of both primary and secondary demand (i.e., overall category and brand-specific demand) in order to improve product and pricing decisions. In the presence of variety seeking, primary demand may depend on the composition and...