| Author: | Köcher, W. |
| Title: | Die MaiK-Conjoint-Analyse: Ein neues Verfahren zur computergestützten Ermittlung von Kundenpräferenzen |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1997 : 3.Q, VOL. 19:3, p. 141-152 |
| Index terms: | PRODUCTS RESEARCH PREFERENCES METHODOLOGY |
| Language: | ger |
| Abstract: | For years, conjoint analysis has been utilized by several companies successfully for the determination of consumer preferences. However, there are unmistakable weaknesses that can have an influence on the validity of the results. The weaknesses are the result of the manner in which the preferences are obtained from the consumer. To avoid the problems, a complete new method for data acquisition has been developed. In the method, the consumer "composes" the product concepts by himself and then uses an analogue scale to rate them. The specifically developed software provides information on the consequences of the decisions (e. g. environmental problems) while composing and rating of concepts. Since consumers report freely on motivations revealing unknown experiences, the instrument was named MaiK (Maieutischer Kerscher) in reverence to Sokrates. |
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