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Published in:
2013 | OriginalPaper | Chapter
Logic Based Conjoint Analysis Using the Commuting Quantum Query Language
Authors : Ingo Schmitt, Daniel Baier
Published in: Algorithms from and for Nature and Life
Publisher: Springer International Publishing
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Abstract
Recently, in computer science, the commuting quantum query language (CQQL) has been introduced for ranking search results in a database (Schmitt I, VLDB Very Large Data Base J 17(1):39–56, 2008). A user is asked to express search conditions and to rank presented samples, then, the CQQL system matches select-conditions with attribute values. Schmitt’s (VLDB Very Large Data Base J 17(1):39–56, 2008) approach is based on von Neumann’s (Grundlagen der Quantenmechanik. Springer, Berlin, 1932) quantum mechanics and quantum logic and is adapted in this paper to the usual conjoint analysis setting in marketing research where respondents are asked to evaluate selected attribute level combinations for choice prediction purposes. The results of an application show that the new approach competes well with the traditional approach.