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| Author: | Aggarwal, P. Vaidyanathan, R. |
| Title: | Eliciting Online Customers' Preferences: Conjoint vs Self-Explicated Attribute-Level Measurements |
| Journal: | Journal of Marketing Management
2003 : FEB, VOL. 19:1-2, p. 157-178 |
| Index terms: | SHOPPING MEASUREMENT CUSTOMER RELATIONS CUSTOMERS |
| Language: | eng |
| Abstract: | Two approaches can be taken for gathering information from consumers on their preferences - conjoint-type full- profile ratings or self-explicated ratings. That is, organizations may infer consumers' preferences for attributes and levels on the basis of their ratings of several alternative products or may simply directly ask them their evaluations of various attributes and levels. The authors compare these two approaches and find that, in general, they do not result in the same conclusions. In this paper the authors examine the differences in the approaches to making recommendations and discuss the implications of these differences. The results show that there is a closer match between the methods for products closer to the extremes of consumer preference. |
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