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Joint analysis as an assessment method of consumer preferences and its implication for effective advertisement


Lysenko M.Yu., Schekoldin V.Yu.
(about the authors)

Lysenko Mikhail Yurevich – (Novosibirsk State Technical University)

Schekoldin Vladislav Yurevich – (Novosibirsk State Technical University)

Published in:
Russian Journal of Entrepreneurship
– Volume 18, Number 21 (November 2017)

JEL classification: D11, M31, M37

Keywords: advertisement, consumer behavior, consumer preferences assessment, joint analysis, joint selection method


Citation:
Lysenko M.Yu., Schekoldin V.Yu. (2017). Joint analysis as an assessment method of consumer preferences and its implication for effective advertisement. Russian Journal of Entrepreneurship, 18(21), 3275-3288. doi: 10.18334/rp.18.21.38504


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Abstract:

The paper considers a concept of joint analysis as one of modern tools for studying consumer preferences. We compare the main types of joint analysis and present the general approach to the analysis. We consider areas of activities where the joint analysis can be applied. We show its implication for advertisement optimization through joint selection method and multiple logit-model for parameters estimation. The advertisement obtained as a result of analysis was used during an advertisement campaign. Tracking changes of key indicators allowed assessing the impact of joint analysis.







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