Suchergebnisse

Abstract
Since 1971 conjoint analysis has been applied to a wide variety of problems in consumer research. This paper discusses various issues involved in implementing conjoint analysis and describes some new technical developments and application areas for the methodology.

Fifty university students participated in a laboratory experiment which examined 19 pictographic symbols previously used or proposed for labelling automobile controls and displays. Association norms, measures of familiarity, and magnitude estimates of the symbols' communicativeness were collected. Twenty of these subjects also participated in a paired-associate learning task and a two-alternative, forced-choice reaction-time task in which they made same-different judgments in response to verbally presented symbol labels followed by visually presented pictograms. It was found that, in general, the relative order of merit for the individual symbols was not consistent across tasks. Specifically, ratings of communicativeness were found to be well correlated with associative strength and to a lesser extent with reaction time, but associative strength was only weakly correlated with reaction time. Ease of learning was found to be an independent measure.

Originally released in 1987, The Mayors: The Chicago Political Tradition gathered some of the finest minds in political thought to provide shrewd analysis of Chicago's mayors and their administrations. Twenty-five years later, this fourth edition continues to illuminate the careers of some of Chicago's most respected, forceful, and even notorious mayors, leaders whose lives were often as vibrant and eclectic as the city they served. In addition to chapters on the individual mayors-including a new chapter on Rahm Emanuel, enhanced by an expert explanation of the current state of th.

It is well documented that road infrastructure is an important catalyst of the South African economy because of the interchange of people, goods and services which are dependent upon transport. The purpose of this study was to investigate the perceived impact of public sector leadership on road infrastructure service delivery. A qualitative methodology approach was employed using a purposive sampling technique. Twenty, in-depth, face-to-face interviews were conducted with respondents from both the public and private sectors. Data were analyzed using thematic analysis and the findings of this research indicate that public sector leadership is ineffective in driving road infrastructure development. The results also suggest that the lack of accountability and corruption hinders the delivery of infrastructure.

A driving simulator experiment was conducted to determine the effects of entering addresses into a navigation system during driving. Participants drove on roads of varying visual demand while entering addresses. Three address entry methods were explored: word-based speech recognition, character-based speech recognition, and typing on a touch-screen keyboard. For each method, vehicle control and task measures, glance timing, and subjective ratings were examined. During driving, word-based speech recognition yielded the shortest total task time (15.3 s), followed by character-based speech recognition (41.0 s) and touch-screen keyboard (86.0 s). The standard deviation of lateral position when performing keyboard entry (0.21 m) was 60% higher than that for all other address entry methods (0.13 m). Degradation of vehicle control associated with address entry using a touch screen suggests that the use of speech recognition is favorable. Speech recognition systems with visual feedback, however, even with excellent accuracy, are not without performance consequences. Applications of this research include the design of in-vehicle navigation systems as well as other systems requiring significant driver input, such as E-mail, the Internet, and text messaging.

ABSTRACTChoice‐constrained conjoint analysis (CCCA) is a new method for metric conjoint analysis studies. It computes part‐worth utility functions that account for "revealed preference"—those products a respondent actually selects in an independent choice situation. CCCA uses an iterative penalty function estimation procedure that successively modifies initial regressionderived part worths so that respondent choices (either actual or intended) of real brands are predicted as accurately as possible.The paper first describes the motivation and rationale for CCCA and presents the mathematics of the algorithm. As an illustration, it applies the CCCA model and penalty function estimation procedure to a limited set of synthetic data. A second application of the technique is presented that uses data obtained by a major telecommunications firm that used conjoint analysis to examine the importance of several features of residential communication devices. The paper also discusses potential extensions of the CCCA model and the kinds of marketing applications for which it might be useful.