IDEAS home Printed from https://ideas.repec.org/a/ids/ijpdev/v1y2004i1p12-29.html
   My bibliography  Save this article

Measuring customer preferences in new product development: comparing compositional and decompositional methods

Author

Listed:
  • Roland Helm
  • Armin Scholl
  • Laura Manthey
  • Michael Steiner

Abstract

Preference measurement is important in the early stages of new product development. Conjoint analysis (CA) and analytic hierarchy process (AHP) are common methods for measuring preferences with CA dominating marketing research and practice. These methods mainly differ with respect to their basic conception: AHP is a compositional method whereas CA is designed in a decompositional manner. This study aims at comparing the methods as instruments of preference measurement. The results show a high degree of predictive and convergent validity of both methods. However, inspecting the results in detail reveals considerable differences, which indicate that AHP performs slightly better.

Suggested Citation

  • 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.
    • Handle: RePEc:ids:ijpdev:v:1:y:2004:i:1:p:12-29
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=4888
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jonas Jasper, 2019. "A Var Analysis of the Connection between FDI and Economic Growth: A Case Study from Vietnam after 30 Years Reforms," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 4(6), pages 51-67, Februaury.
    2. 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.
    3. Maarten Ijzerman & Janine Til & John Bridges, 2012. "A Comparison of Analytic Hierarchy Process and Conjoint Analysis Methods in Assessing Treatment Alternatives for Stroke Rehabilitation," The Patient: Patient-Centered Outcomes Research, Springer;International Academy of Health Preference Research, vol. 5(1), pages 45-56, March.
    4. Hafezi, Maryam & Zolfagharinia, Hossein, 2018. "Green product development and environmental performance: Investigating the role of government regulations," International Journal of Production Economics, Elsevier, vol. 204(C), pages 395-410.
    5. Alain De Beuckelaer & Jarl Kampen & J. Van Trijp, 2013. "An empirical assessment of the cross-national measurement validity of graded paired comparisons," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(2), pages 1063-1076, February.
    6. Gabriela D. Oliveira & Luis C. Dias, 2020. "The potential learning effect of a MCDA approach on consumer preferences for alternative fuel vehicles," Annals of Operations Research, Springer, vol. 293(2), pages 767-787, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijpdev:v:1:y:2004:i:1:p:12-29. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=36 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.