search query: @indexterm CONJOINT ANALYSIS / total: 133
reference: 40 / 133
| Author: | Jaeger, S. R. Hedderley, D. MacFie, . H. J. H. |
| Title: | Methodological issues in conjoint analysis: a case study |
| Journal: | European Journal of Marketing
2001 : VOL 35:11/12, p. 1217-1237 |
| Index terms: | Consumer behaviour Decision making Marketing research Conjoint analysis |
| Language: | eng |
| Abstract: | The role of stimuli presentation format was considered by comparing the performance of physical prototype stimuli and realistic pictoral representations. This indicated no substantial differences in the choice decisions made using the two presentation formats and suggested that photographic images may be used instead of prototype stimuli. A second issue pertained to the need for training and warm-up exercises prior to the actual conjoint choice task. While this indicated some differences in choice strategies, a significant improvement in internal validity of choice decisions made with and without training was not achieved. One possible explanation for this finding may be that respondents made choices between apple products, a product category forwhich decision strategies are likely to be stable and well-developed. |
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