1. bookVolume 3 (2011): Issue 1 (May 2011)
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30 May 2019
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2 times per year
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English
access type Open Access

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

Published Online: 19 Jul 2014
Page range: 36 - 47
Journal Details
License
Format
Journal
First Published
30 May 2019
Publication timeframe
2 times per year
Languages
English
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.

Keywords

Eggers, F. and Sattler, H. (2009), “Hybrid Individualized Two-level Choice-based Conjoint (HIT-CBC): A New Method for Measuring Preference Structures with Many Attribute Levels, International Journal of Research in Marketing”, 26 (2), pp. 108 - 118. Search in Google Scholar

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