| Author: | Loosschilder, G. |
| Title: | Pictorial stimuli in conjoint analysis |
| Journal: | Journal of the Market Research Society
1995 : VOL. 37:1, p. 17-34 |
| Index terms: | CONJOINT ANALYSIS PRODUCTS COMPUTERS |
| Language: | eng |
| Abstract: | Commercial conjoint applications usually involve verbal descriptions of hypothetical products. The authors argue that pictorial stimuli should be used when consumers' market-place choices are strongly guided by the product's styling , such that the choices are heavily based on an inspection of actual products or pictures of products. Alternative methods for depicting product styling in a conjoint application are described. |
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