search query: @indexterm CONJOINT ANALYSIS / total: 133
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| Author: | Sattler, H. |
| Title: | Die Validität von Produkttests. Ein empirischer Vergleich zwischen hypothetischer und realer Produktpräsentation. |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1994 : VOL. 16:1, p. 31-41 |
| Index terms: | PRODUCT DESIGN CONJOINT ANALYSIS PRODUCT TESTING |
| Language: | ger |
| Abstract: | For testing new product designs one can use real products or fictitious descriptions of products. While real products may appear more realistic to respondents a fictitious description consumes less time and money. Using conjoint analysis this study investigates the extent to which real and fictitious product presentations lead to different outcomes and compares the validity of the two approaches. The results suggest that differences between the two kinds of product presentation exist. |
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