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GfK Marketing Intelligence Review

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Preference Measurement with Conjoint Analysis. Overview of State-of-the-Art Approaches and Recent Developments

Felix Eggers / Professor Henrik Sattler
Published Online: 2014-07-19 | DOI: https://doi.org/10.2478/gfkmir-2014-0054

Abstract

Determining consumer preferences is still one of the most important topics in marketing research. Not surprisingly, numerous approaches have been developed for this task. Conjoint measurement techniques are among the most prominent and different forms have emerged over the years. Depending on the specific research setting, all of them have their advantages and drawbacks. The authors discuss the nature and applicability of recent conjoint approaches and provide examples. Guidelines for selecting the optimal technique help to identify which approach works best in a given situation.

Keywords : Preference Measurement; Conjoint Analysis; CBC; ACA; HILCA; ACBC; HIT-CBC

References

  • Eggers, F. and Sattler, H. (2009), “Hybrid Individualized Two-level Choice-based Conjoint (HIT-CBC): A New Method for Measuring Preference Structures with Many Attribute Levels, International Journal of Research in Marketing”, 26 (2), pp. 108 - 118.Web of ScienceCrossrefGoogle Scholar

  • Huber, J. and Zwerina, K. (1996), “The Importance of Utility Balance in Efficient Choice Designs, Journal of Marketing Research”, 33(3), pp. 307 - 317.CrossrefGoogle Scholar

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  • Sawtooth Software Inc. (2009): ACBC Technical Paper, Sawtooth Software Technical Paper Series, pp. 1 - 21.Google Scholar

  • Toubia, O., Hauser, J.R. and Simester, D.I. (2004), “Polyhedral Methods for Adaptive Choice Based Conjoint Analysis”, Journal of Marketing Research, 41 (February), pp. 116 - 131.CrossrefGoogle Scholar

  • Voeth, M. (2000): Nutzenmessung in der Kaufverhaltensforschung: Die Hierarchische Individualisierte Limit Conjoint-Analyse. WiesbadenGoogle Scholar

About the article

Published Online: 2014-07-19

Published in Print: 2011-05-01


Citation Information: GfK Marketing Intelligence Review, Volume 3, Issue 1, Pages 36–47, ISSN (Online) 1865-5866, DOI: https://doi.org/10.2478/gfkmir-2014-0054.

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© 2014. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License. BY-NC-ND 3.0

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