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Chapter 6 · Advanced Techniques of Market Analysis · Slide 229/274

What Do Market Simulations Do?

The basic process runs individually for each respondent — and is then aggregated into market shares:

6.2 · Market SimulationsThe basic process

What Do Market Simulations Do?

The basic process runs individually for each respondent — and is then aggregated into market shares:

Input
Respondent's preference structure
known — e.g. from the conjoint analysis
+
Input
Exhaustive market information
existing and simulated product offerings
→
Choice rule
Product choice or selection probability
determined per respondent
→
Aggregated
Market share of each product
Σ over all respondents
QUESTIONSTAR · Dr. Paul Marx229 / 274
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