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| Author: | Perrey, J. |
| Title: | Erhebungsdesign-effekte bei der Conjoint-analyse |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1996 : 2. QUARTAL, VOL. 18:2, p. 105-116 |
| Index terms: | CONJOINT ANALYSIS RESEARCH METHODOLOGY |
| Language: | ger |
| Abstract: | Conjoint analysis has become a popular research tool for commercial applications. The various steps in conjoint analysis and the different alternatives of implementing each of the steps result in a high creativity for the researcher applying the method. In this context, choosing an appropriate stimulus set is of special importance because variations in constructing the stimuli can heavily influence conjoint results. Based on an empirical study, impacts and causes of those effects are discussed as well as possible consequences for the business sector. Finally, several possible solutions are suggested to deal with the problem. |
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