We know exactly what you want the development of a completely individualised conjoint analysis
- Improving the predictive validity of conjoint analysis has been an important research objective for many years. Whereas the majority of attempts have been different approaches to preference modelling, data collection or product presentation, only a few scholars have tried to improve predictive validity by individualising conjoint designs. This comes as a surprise because many markets have observed an augmented demand for customised products and highly heterogeneous customers' preferences. Against this background, the authors develop a conjoint variant based on a completely individualised conjoint design. More concretely, the new approach not only individualises the attributes, but also the attribute levels. The results of a comprehensive empirical study yield a significantly higher validity than existing standardised-level conjoint approaches. Consequently, they help marketers to gain deeper insights into their customers' preferences.
Author details: | Markus Vöth, Uta HerbstORCiDGND, Frank Liess |
---|---|
DOI: | https://doi.org/10.2501/IJMR-2013-038 |
ISSN: | 1470-7853 |
Title of parent work (English): | International journal of market research |
Publisher: | Market Research Society |
Place of publishing: | London |
Publication type: | Article |
Language: | English |
Year of first publication: | 2013 |
Publication year: | 2013 |
Release date: | 2017/03/26 |
Volume: | 55 |
Issue: | 3 |
Number of pages: | 22 |
First page: | 437 |
Last Page: | 458 |
Organizational units: | Wirtschafts- und Sozialwissenschaftliche Fakultät / Wirtschaftswissenschaften |
Peer review: | Referiert |