A Comparative Empirical Study on Common Methods for Measuring Preferences
Literature and practice reveal that most marketing related questionnaires measuring consumer preferences rely on some kind of conjoint analysis. Recent studies show the analytic hierarchy process to be suitable for this task, too. This paper gives a comparison of the approaches and the results of former studies. Because we found considerable differences in those results, an additional study has been performed being designed such that it has potential for explaining these differences. As we found respective explanations, we finally derive general guidelines on the selection of conjoint analysis and analytic hierarchy process depending on the complexity of the problem situation and the previous knowledge respondents have in preference measurement.
|Date of creation:||Oct 2004|
|Publication status:||Published as "A comparative empirical study on common methods for measuring preferences" in: International Journal of Management and Decision Making, Vol. 9, Nr. 3, 2008, S. 242-265.|
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