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Präferenzmessung bei unsicheren Produkteigenschaften: Risikoberücksichtigung bei Ergebnissen aus Conjoint-Analysen

Author

Listed:
  • Thomas Nitschke

    (Kampmann, Berg & Partner)

  • Franziska Völckner

    (Universität Hamburg)

Abstract

Zusammenfassung Kaufentscheidungen sind häufig dadurch gekennzeichnet, dass Konsumenten im Vorfeld nicht sicher sein können, was für eine Qualität sie bekommen. Diese Unsicherheit wird bislang in Conjoint-Analysen als populärster Methode zur Messung von Konsumentenpräferenzen nicht berücksichtigt. Hierdurch kann es zu erheblichen Verzerrungen bei der Ermittlung von Gesamtnutzenwerten für alternative Angebote und somit bei der Prognose von Wahlanteilen und der Schätzung von Response-funktionen kommen. Der Beitrag stellt ein Verfahren vor, mit dem die Ergebnisse von Conjoint-Analysen um Unsicherheitsaspekte korrigiert werden können und verdeutlicht in einer empirischen Studie das Ausmaß des vermuteten „Unsicherheits-Bias“ herkömmlicher Ansätze.

Suggested Citation

  • Thomas Nitschke & Franziska Völckner, 2006. "Präferenzmessung bei unsicheren Produkteigenschaften: Risikoberücksichtigung bei Ergebnissen aus Conjoint-Analysen," Schmalenbach Journal of Business Research, Springer, vol. 58(6), pages 743-770, September.
    • Handle: RePEc:spr:sjobre:v:58:y:2006:i:6:d:10.1007_bf03371680
    DOI: 10.1007/BF03371680
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    References listed on IDEAS

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    More about this item

    Keywords

    C81; D12; D81; M31;
    All these keywords.

    JEL classification:

    • C81 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Methodology for Collecting, Estimating, and Organizing Microeconomic Data; Data Access
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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