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Empirical Evaluation of Preference Elicitation Techniques from Marketing and Decision Analysis


  • Roland Helm

    () (University of Jena, Faculty of Economics)

  • Laura Manthey

    () (University of Jena, Faculty of Economics)

  • Armin Scholl

    () (University of Jena, Faculty of Economics)

  • Michael Steiner

    () (University of Jena, Faculty of Economics)


Within empirical preference measurement, conjoint analysis (CA) and analytic hierarchy process (AHP) are common methods with CA dominating marketing research and practice and AHP becoming more and more relevant as a tool of decision analysis. Both methods mainly differ with respect to their basic conception: AHP is a compositional method whereas CA is designed in a decompositional manner. Our study aims at comparing the methods as instruments of preference measurement on a fair basis therefore being designed as similar as possible. As decision problem we use the question which university to prefer or how to design preferable universities, respectively. The results of our empirical study show a high degree of predictive validity of both methods with slight advantages for AHP. Furthermore, they seem to have a high convergent validity. However, inspecting the results in detail reveals considerable discrepancies between them, in particular with respect to the computed part-worths and attribute weights. Due to not knowing the real preferences exactly we cannot undoubtedly state which method takes the better model of the preferences of the respondents but AHP seems to perform a little better and may be a reasonable alternative to CA especially in case of more complex marketing studies.

Suggested Citation

  • Roland Helm & Laura Manthey & Armin Scholl & Michael Steiner, 2003. "Empirical Evaluation of Preference Elicitation Techniques from Marketing and Decision Analysis," Jenaer Schriften zur Wirtschaftswissenschaft (Expired!) 02/2003, Friedrich-Schiller-Universität Jena, Wirtschaftswissenschaftliche Fakultät.
  • Handle: RePEc:jen:jenasw:2003-02

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    Cited by:

    1. Roland Helm & Michael Steiner & Armin Scholl & Laura Manthey, 2004. "A Comparative Empirical Study on Common Methods for Measuring Preferences," Jenaer Schriften zur Wirtschaftswissenschaft (Expired!) 20/2004, Friedrich-Schiller-Universität Jena, Wirtschaftswissenschaftliche Fakultät.
    2. Cantner, Uwe & Graf, Holger, 2006. "The network of innovators in Jena: An application of social network analysis," Research Policy, Elsevier, vol. 35(4), pages 463-480, May.
    3. Scholl, Armin & Manthey, Laura & Helm, Roland & Steiner, Michael, 2005. "Solving multiattribute design problems with analytic hierarchy process and conjoint analysis: An empirical comparison," European Journal of Operational Research, Elsevier, vol. 164(3), pages 760-777, August.


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