Your email was sent successfully. Check your inbox.

An error occurred while sending the email. Please try again.

Proceed reservation?

Export
  • 1
    Online Resource
    Online Resource
    SAGE Publications ; 2010
    In:  Journal of Marketing Research Vol. 47, No. 4 ( 2010-08), p. 685-698
    In: Journal of Marketing Research, SAGE Publications, Vol. 47, No. 4 ( 2010-08), p. 685-698
    Abstract: Conjoint analysis has become a widely accepted tool for preference measurement in marketing research, though its applicability and performance strongly depend on the complexity of the product or service. Therefore, self-explicated approaches are still frequently used because of their simple design, which facilitates preference elicitation when large numbers of attributes need to be considered. However, the direct measurement of preferences, or rather utilities, has been criticized as being imprecise in many cases. Against this background, the authors present a compositional consumer preference measurement approach based on paired comparisons, otherwise known as PCPM. The trade-off character of paired comparisons ensures that the stated judgments are more intuitive than traditional self-explicated preference statements. In contrast to the latter, PCPM accounts for response errors and thus allows for the elicitation of more precise preferences. The authors benchmark PCPM against adaptive conjoint analysis and computer-assisted self-explication of multiattributed preferences to demonstrate its relative validity and predictive accuracy in two empirical studies using complex, high-involvement products. They find that PCPM yields better results than the benchmark approaches with respect to interview length, individual hit rates, and aggregate choice share predictions.
    Type of Medium: Online Resource
    ISSN: 0022-2437 , 1547-7193
    RVK:
    Language: English
    Publisher: SAGE Publications
    Publication Date: 2010
    detail.hit.zdb_id: 2066604-4
    detail.hit.zdb_id: 218319-5
    SSG: 3,2
    Library Location Call Number Volume/Issue/Year Availability
    BibTip Others were also interested in ...
Close ⊗
This website uses cookies and the analysis tool Matomo. Further information can be found on the KOBV privacy pages