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Preference Measurement with Conjoint Analysis. Overview of State-of-the-Art Approaches and Recent Developments

Author

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  • Eggers Felix

    (Postdoctoral Research Associate, Institute of Marketing & Media, University of Hamburg, Germany)

  • Sattler Henrik

    (Professor of Marketing and Branding, Head of the Institute of Marketing & Media, University of Hamburg, Germany)

Abstract

Determining consumer preferences is still one of the most important topics in marketing research. Not surprisingly, numerous approaches have been developed for this task. Conjoint measurement techniques are among the most prominent and different forms have emerged over the years. Depending on the specific research setting, all of them have their advantages and drawbacks. The authors discuss the nature and applicability of recent conjoint approaches and provide examples. Guidelines for selecting the optimal technique help to identify which approach works best in a given situation.

Suggested Citation

  • Eggers Felix & Sattler Henrik, 2011. "Preference Measurement with Conjoint Analysis. Overview of State-of-the-Art Approaches and Recent Developments," GfK Marketing Intelligence Review, Sciendo, vol. 3(1), pages 36-47, May.
    • Handle: RePEc:vrs:gfkmir:v:3:y:2011:i:1:p:36-47:n:5
    DOI: 10.2478/gfkmir-2014-0054
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    Cited by:

    1. Vetschera, Rudolf & Weitzl, Wolfgang & Wolfsteiner, Elisabeth, 2014. "Implausible alternatives in eliciting multi-attribute value functions," European Journal of Operational Research, Elsevier, vol. 234(1), pages 221-230.

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