Evolutionary Conjoint

Thorsten Teichert and Edlira Shehu
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Thorsten Teichert: University of Hamburg
Edlira Shehu: University of Hamburg

Chapter 7 in Conjoint Measurement, 2007, pp 113-131 from Springer

Abstract: Abstract Preference analysis and utility measurement remain central topics in consumer research. Although the concept of utility and its measurement was investigated in a large number of studies, it still remains ambiguous due to its unobservability and lack of an absolute scale unit (Teichert 2001a: 26): Whereas utility is praised as a quantitative indicator of consumer behavior, only preference judgments can be observed. These judgments contain error terms stemming from different sources which cannot be separated. This inherent methodological problem of utility measurement has not been handled consistently over years of empirical application.

Keywords: Consumer Research; Conjoint Analysis; Empirical Application; Adaptive Design; Conjoint Measurement (search for similar items in EconPapers)
Date: 2007
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DOI: 10.1007/978-3-540-71404-0_7

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