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Marketing Research
Vávra, Patrik ; Mráček, Pavel (referee) ; Schüller, David (advisor)
The subject of the bachelor's thesis is to design a product for a mini-brewery based on customer preferences. The thesis includes an introduction to the issue, followed by the theoretical framework of the work. The practical part deals with the company itself and its environment. To achieve the goal, various analyses are used, headed by Conjoint analysis, for which data is obtained through focus groups and questionnaires. The conclusion of the thesis includes, among other things, recommendations for two specific products that emerged from the results of the Conjoint analysis and should therefore help with the expansion of the brewery's clientele.
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Bayesian statistical modelling
Vilikus, Ondřej ; Hebák, Petr (advisor) ; Berka, Petr (referee) ; Militký, Jiří (referee)
Conjoint analysis is a popular method in consumer preferences research. One of the factors that caused the increasing popularity of this method in recent years is wide use of hierarchical Bayesian models which has been found invaluable in solving the problem of how to obtain reliable estimates of individual preferences without need for overloading respondents with too many conjoint tasks. First goal of my dissertation was to confirm whether the use of Bayesian models is the best choice under all circumstances or whether there are some limitations of this approach. For this purpose I conducted a study based on simulated datasets. Algorithm used enabled generation of datasets that differed in several parameters of interest but which were most comparable in other aspects. Results show that hierarchical models represent choice leading to highest accuracy in predicting respondents' choices in holdout tasks. Use of hierarchical models is most beneficial in the situation of strongly heterogeneous population yet limited amount of available data. In these cases we are able to capture the structure of heterogeneity with significantly lower number of choice task necessary from each respondent. Second goal of the dissertation was to answer the question whether we can increase also the effectiveness of the questioning in conjoint analysis by adding several direct questions. Suggested hybrid choice-based conjoint method (HCBC) combines conjoint analysis tasks with direct questions regarding the preference of levels for each attribute. These are used during the estimation of the model and for increasing the effectiveness if the conjoint analysis tasks design. The HCBC was compared with traditional choice-based conjoint (CBC) and adaptive choice-based conjoint (ACBC) based on practical study involving 421 respondents randomly assigned in one of three test groups. Suggested method has been found as useful alternative that can help with reducing number of choice task needed and as a solution for some situations when diverse importance of the attributes tested does not allow for indirect estimation of preferences with respect to all attributes tested.
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Possibilities of using conjoint analysis to evaluate attributes, which influence decision-making of inhabitants of the region
ŠTÝFALOVÁ, Lenka
First part of this work contains particularly SPSS syntax reference. This part is aimed on procedures ORTHOPLAN, PLANCARDS and CONJOINT. In the second part the preparation, research and data analysis by means of conjoint analysis and k-means cluster analysis is contained. There were two target groups of respondents {--} students and labor force, both living in district Český Krumlov. The main purpose of this work was to determinate possibilities of application of conjoint analysis in regional management. The most important domain of using conjoint analysis is namely in marketing while evaluating preferences of consumers.
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