--- url: "https://questionstar.com/principles-of-survey-research/chapter-6/" title: "Chapter 6: Advanced Techniques of Market Analysis" type: "lehrbuch-chapter" chapter: 6 chapterTitle: "Advanced Techniques of Market Analysis" --- # Chapter 6: Advanced Techniques of Market Analysis *41 slides (215–255) · Principles of Survey Research.* ## Slides - [Slide 215: Advanced Techniques of Market Analysis](slide-215.html.md) — 6.1 Conjoint Analysis · 6.2 Market Simulations · 6.3 Segmentation · 6.4 Perceptual Positioning Maps - [Slide 216: Advanced Techniques of Market Analysis](slide-216.html.md) — 6.1 Conjoint Analysis · 6.2 Market Simulations · 6.3 Segmentation · 6.4 Perceptual Positioning Maps - [Slide 217: Conjoint Analysis](slide-217.html.md) — The conjoint analysis is a set of techniques used in market research to analyze attribute-based preferences of consumers — i.e. to determine how… - [Slide 218: Conjoint Analysis](slide-218.html.md) — Direct Questioning - [Slide 219: Conjoint Analysis](slide-219.html.md) — Expectation - [Slide 220: Conjoint Analysis](slide-220.html.md) — Reality - [Slide 221: Conjoint Analysis](slide-221.html.md) — The relative importance of individual product attributes can be measured more accurately when respondents evaluate them as a single stimulus (CONsidered… - [Slide 222: Conjoint Analysis](slide-222.html.md) — Choice task - [Slide 223: Advanced Techniques of Market Analysis](slide-223.html.md) — 6.1 Conjoint Analysis · 6.2 Market Simulations · 6.3 Segmentation · 6.4 Perceptual Positioning Maps - [Slide 224: Market Simulations](slide-224.html.md) — Given the following preference values — which product should we offer on the market? - [Slide 225: Market Simulations](slide-225.html.md) — Given the following preference values — which product should we offer on the market? - [Slide 226: Market Simulations](slide-226.html.md) — Given the following preference values — which product should we offer on the market? - [Slide 227: Market Simulations](slide-227.html.md) — Suppose: 80 % of customers prefer round things, 20 % prefer square ones. What kind of things should we bring to market? - [Slide 228: Why Market Simulations?](slide-228.html.md) — Market simulations reflect reality better than purely data-driven models — and deliver decisions that actually hold up in competition. - [Slide 229: What Do Market Simulations Do?](slide-229.html.md) — The basic process runs individually for each respondent — and is then aggregated into market shares: - [Slide 230: What Do Market Simulations Do?](slide-230.html.md) — The product choice per respondent is determined by so-called choice rules — e.g.: - [Slide 231: Advanced Techniques of Market Analysis](slide-231.html.md) — 6.1 Conjoint Analysis · 6.2 Market Simulations · 6.3 Segmentation · 6.4 Perceptual Positioning Maps - [Slide 232: Market Segmentation](slide-232.html.md) — Market segmentation refers to dividing the "relevant market" into groups of consumers who are internally homogeneous and externally heterogeneous — and… - [Slide 233: Effective Market Segmentation](slide-233.html.md) — Six criteria determine the efficiency and economic viability of a segment solution: - [Slide 234: Typology of Segmentation Bases](slide-234.html.md) — Typology of Bases - [Slide 235: Benefit Segmentation](slide-235.html.md) — The benefit that consumers expect from products is considered one of the most relevant segmentation bases of all: - [Slide 236: Evaluation of Segmentation Bases](slide-236.html.md) — Highlighted — the most promising bases in practice: In combination they best cover the segmentation criteria. - [Slide 237: How do the segments differ?](slide-237.html.md) — Cluster Profiles · "Christmas Trees" - [Slide 238: Benefit Segmentation Paradox](slide-238.html.md) — When segmenting by expected benefit, one must clearly distinguish between two types of variables: - [Slide 239: Advanced Techniques of Market Analysis](slide-239.html.md) — 6.1 Conjoint Analysis · 6.2 Market Simulations · 6.3 Segmentation · 6.4 Perceptual Positioning Maps - [Slide 240: Positioning](slide-240.html.md) — Positioning aligns all marketing activities with the preference structures of potential customers — taking into account the competing products. - [Slide 241: The Role of Perception](slide-241.html.md) — The same respondents, the same colas — only the knowledge of the brand changes. The preference flips: - [Slide 242: Perceptual Positioning Maps](slide-242.html.md) — Perceptual positioning maps depict the positions of competing products, brands or companies in a "virtual" attribute space — the way consumers perceive… - [Slide 243: Objective of Positioning](slide-243.html.md) — The objective of positioning is to occupy such a position in consumers' perception that is: - [Slide 244: Perceptual map of armchair designs](slide-244.html.md) — Example: Armchair Designs - [Slide 245: Perceptual Positioning Maps](slide-245.html.md) — Example: Beer Brands - [Slide 246: Perceptual Positioning Maps](slide-246.html.md) — The closer the brands are, the more similar they are in consumers' perception — the stronger ("more direct") the competition. - [Slide 247: Perceptual Positioning Maps](slide-247.html.md) — Consumers' perception of brands: The farther a brand is from the origin along an attribute vector, the more strongly this attribute is expressed in it. - [Slide 248: Perceptual Positioning Maps](slide-248.html.md) — The smaller the angle between attribute vectors, the higher their pairwise correlation. - [Slide 249: Perceptual Positioning Maps](slide-249.html.md) — The longer the vector, the more strongly this attribute differentiates between the beers. - [Slide 250: Perceptual Positioning Maps](slide-250.html.md) — Axes are "virtual" attribute vectors that differentiate most strongly. Their label is usually derived from the neighboring vectors. - [Slide 251: Perceptual Positioning Maps](slide-251.html.md) — Straightforward assessment of segment potential and attractiveness; straightforward formulation of positioning strategies, statements and advertising… - [Slide 252: Example: Perception Map of Pain Relievers](slide-252.html.md) — Example: Pain Relievers - [Slide 253: Example: Perception Map of Pain Relievers](slide-253.html.md) — Example: Pain Relievers · Solution - [Slide 254: On Importance of Perception in Positioning](slide-254.html.md) — 40 foods: subjective perception vs. objective attributes. - [Slide 255: On Importance of Perception in Positioning](slide-255.html.md) — 40 foods: subjective perception vs. objective attributes. --- *Part of [Principles of Survey Research](../index.md) · Dr. Paul Marx*