Conjoint Analysis for Forecasting Tractor Design Features
ABSTRACT Anew decision making technique, conjoint analysis, was used to forecast the saleability of various features of a 300 HP 4WD tractor. Based upon a sample of bonafide 4WD tractor owners and prospects, market-based guidelines were developed using the conjoint analysis technique. This technique made it possible to obtain quantitative insights regarding customer wants and needs. Thus, conjoint analysis holds promise for developing mathematical guidelines for the design of new services, added features, or even new products. The development of a market based guideline model could provide marketers and designers with a tool to design machines of higher profitability and provide an avenue of communication between engineering and marketing..