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Rzepakowski, Piotr
2008, nr 3
artykuł
Conjoint analysis is widely used as a marketing research technique to study consumers’ product preferences and simulate customer choices. It is used in designing new products, changing or repositioning existing products, evaluating the effect of price on purchase intent, and simulating market share. In this work the possibility of conjoint analysis usage in telecommunication filed is analyzed. It is used to find optimal products which could be recommended to telecommunication customers. First, a decision problem is defined. Next, the conjoint analysis method and its connections with ANOVA as well as regression techniques are presented. After that, different utility functions that represent preferences for voice, SMS, MMS and other net services usage are formulated and compared. Parameters of the proposed conjoint measures are determined by regression methods running on behavioral data, represented by artificially generated call data records. Finally, users are split in homogenous groups by segmentation techniques applied to net service utilities derived from conjoint analysis. Within those groups statistical analyses are performed to create product recommendations. The results have shown that conjoint analysis can be successfully applied by telecommunication operators in the customer preference identification process. However, further analysis should be done on real data, other data sources for customer preference identification should be explored as well.
Instytut Łączności - Państwowy Instytut Badawczy, Warszawa
application/pdf
oai:bc.itl.waw.pl:197
10.26636/jtit.2008.3.883
1509-4553
1899-8852
Journal of Telecommunications and Information Technology
ang
Biblioteka Naukowa Instytutu Łączności
27 sie 2024
5 sty 2010
1 658
https://bc.itl.waw.pl/publication/228
RDF
OAI-PMH
Rzepakowski, Piotr Jaroszewicz, Szymon
Mbangala, Mapapa Sabri, Karim Colson, Gerard
Craveirinha, Jose Clımaco, Joao N. Jorge, Luısa Martins, Lucia
Tamura, Hiroyuki
Kulikowski, Juliusz L.
Amat, Jean-Louis
Styl cytowania: Chicago ISO690 Chicago
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