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|
|Date of revision:|
|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.|
|Contact details of provider:|| Postal: |
Phone: +049 3641/ 9 43000
Fax: +049 3641/ 9 43000
Web page: http://www.wiwi.uni-jena.de/
More information through EDIRC
|Order Information:|| Postal: If a paper is not downloadable, please contact the author(s) or the library of University of Jena, not the archive maintainer.|
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Vargas, Luis G., 1990. "An overview of the analytic hierarchy process and its applications," European Journal of Operational Research, Elsevier, vol. 48(1), pages 2-8, September.
- Green, Paul E, 1974. " On the Design of Choice Experiments Involving Multifactor Alternatives," Journal of Consumer Research, University of Chicago Press, vol. 1(2), pages 61-68, Se.
- Uwe Cantner & Werner Güth & Andreas Nicklisch & Torsten Weiland, 2004.
"Competition in Innovation and Imitation - A Theoretical and Experimental Study -,"
Jenaer Schriften zur Wirtschaftswissenschaft
01/2004, Friedrich-Schiller-Universität Jena, Wirtschaftswissenschaftliche Fakultät.
- Uwe Cantner & Werner Gueth & Andreas Nicklisch & Torsten Weiland, 2003. "Competition in Innovation and Imitation - A Theoretical and Experimental Study -," Papers on Strategic Interaction 2004-02, Max Planck Institute of Economics, Strategic Interaction Group.
- 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.
- Roland Helm & Laura Manthey & Armin Scholl & Michael Steiner, 2003. "Empirical Evaluation of Preference Elicitation Techniques from Marketing and Decision Analysis," Jenaer Schriften zur Wirtschaftswissenschaft 02/2003, Friedrich-Schiller-Universität Jena, Wirtschaftswissenschaftliche Fakultät.
- Roland Helm, 2004. "Export Market Entry Strategy and Success: Conceptual Framework and Empirical Examination," Jenaer Schriften zur Wirtschaftswissenschaft 06/2004, Friedrich-Schiller-Universität Jena, Wirtschaftswissenschaftliche Fakultät.
When requesting a correction, please mention this item's handle: RePEc:jen:jenasw:2004-20. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ()
If references are entirely missing, you can add them using this form.