دانلود مقاله ISI انگلیسی شماره 41030
ترجمه فارسی عنوان مقاله

پیدا کردن آیتم های جایگزین و همکاری با داده های BWS

عنوان انگلیسی
Finding items cannibalization and synergy by BWS data
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
41030 2014 9 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Choice Modelling, Volume 12, September 2014, Pages 1–9

ترجمه کلمات کلیدی
BWS - احتمال انتخاب شرطی - جایگزین محصولات و همکاری - نظریه بازی - ارزش شپلی - تجزیه و تحلیل کلیدی
کلمات کلیدی انگلیسی
BWS; Conditional choice probability; Product cannibalization and synergy; Game theory; Shapley value; Key driver analysis
پیش نمایش مقاله
پیش نمایش مقاله  پیدا کردن آیتم های جایگزین و همکاری با داده های BWS

چکیده انگلیسی

Best-Worst Scaling (BWS) modeling is widely used for finding probabilities of choice among multiple items. The paper considers how to apply BWS data to another problem – of finding the items׳ cannibalization and synergy. For a product of primary interest, we estimate its probability to be chosen as the best one out of all the data, and also conditionally to each product׳s presence or absence. For a given product, each other one behaves as a catalyzer or inhibitor of the choice. Constructing the entire matrix of such relations for all the products, we compare its symmetrical elements for each pair of products. It shows which pairs of products are mutually synergic, or complementary, so their chances to be chosen as the best ones are higher in the presence of each other. In other cases, the products can be of negative impact on one another, so one is a cannibalizer of another; or both products suppress each other. Estimations on real marketing data are considered, including the Shapley value for key driver analysis.