Eylem Deniz AKINCI, Sevil BACANLI, Gülay KIROĞLU

UYARLAMALI KONJOİNT ANALİZİ VE İSTANBUL İNDİRİM MARKETLERİ ÜZERİNE BİR UYGULAMA

Çalışmada, son yıllarda pazar araştırmalarında oldukça çok kullanılan bir yöntem olan Konjoint Analizinin, çok etken içeren çalışmalarda yetersiz kalması durumunda kullanılan Uyarlamalı Konjoint Analizi UKA ayrıntılı olarak incelenmiş ve Uyarlamalı Konjoint Analizi'nin İstanbul'da yer alan indirim marketleri üzerinde yapılan anket çalışmasından elde edilen verilere bir uygulaması yapılmıştır.

Anahtar Kelimeler:

Uyarlamalı Konjoint Analizi (Uka), Konjoint Analizi, Fayda Katsayısı, İndirim Marketleri

ADAPTIVE CONJOINT ANALYSIS AND AN APPLICATION ON ISTANBUL DISCOUNT MARKETS

In this study, we have examined in detail the Adaptive Conjoint Analysis ACA that is used most commonly in cases where there are multi attributes where Conjoint Analysis become insufficient to apply. We have applied this to data that was obtained from a survey on discount markets in İstanbul

Keywords:

Adaptive conjoint analysis, conjoint analysis, utility coefficient , discount markets,

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