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A comparative empirical study on common methods for measuring preferences

Author

Listed:
  • R. Helm
  • M. Steiner
  • A. Scholl
  • L. Manthey

Abstract

Literature and practice reveal that most marketing related questionnaires measuring consumer preferences rely on some kind of conjoint analysis. Recent studies show that the analytic hierarchy process is 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 the potential to explain 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 decision problem and the previous knowledge respondents have in preference measurement.

Suggested Citation

  • R. Helm & M. Steiner & A. Scholl & L. Manthey, 2008. "A comparative empirical study on common methods for measuring preferences," International Journal of Management and Decision Making, Inderscience Enterprises Ltd, vol. 9(3), pages 242-265.
    • Handle: RePEc:ids:ijmdma:v:9:y:2008:i:3:p:242-265
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    References listed on IDEAS

    as
    1. Roland Helm & Armin Scholl & Laura Manthey & Michael Steiner, 2004. "Measuring customer preferences in new product development: comparing compositional and decompositional methods," International Journal of Product Development, Inderscience Enterprises Ltd, vol. 1(1), pages 12-29.
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    More about this item

    Keywords

    preference measurement; conjoint analysis; analytical hierarchy process; AHP; applicability measures; internal validity; predictive validity; convergent validity; marketing; consumer preferences.;
    All these keywords.

    JEL classification:

    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
    • C35 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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