Frühwirth-Schnatter, Sylvia and Otter, Thomas
Conjoint Analysis Using Mixed Effect Models.
Forschungsberichte / Institut für Statistik, 65.
Department of Statistics and Mathematics, WU Vienna University of Economics and Business, Vienna.
Following the pioneering work of Allenby and Ginter (1995) and Lenk et al.(1994); we propose in Section 2 a mixed effect model allowing for fixed and random effects as possible statistical solution to the problems mentioned above. Parameter estimation using a new, efficient variant of a Markov Chain Monte Carlo method will be discussed in Section 3 together with problems of model comparison techniques in the context of random effect models. Section 4 presents an application of the former to a brand-price trade-off study from the Austrian mineral water market. (author's abstract)