A Comparative Empirical Study on Common Methods for Measuring Preferences

Roland Helm, Michael Steiner (), Armin Scholl () and Laura Manthey ()
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Michael Steiner: University of Jena, Faculty of Economics
Laura Manthey: University of Jena, Faculty of Economics

No 20/2004, Jenaer Schriften zur Wirtschaftswissenschaft (Expired!) from Friedrich Schiller University of Jena, School of of Economics and Business Administration

Abstract: Literature and practice reveal that most marketing related questionnaires measuring consumer preferences rely on some kind of conjoint analysis. Recent studies show the analytic hierarchy process to be suitable for this task, too. This paper gives a comparison of the approaches and the results of former studies. Because we found considerable differences in those results, an additional study has been performed being designed such that it has potential for explaining these differences. As we found respective explanations, we finally derive general guidelines on the selection of conjoint analysis and analytic hierarchy process depending on the complexity of the problem situation and the previous knowledge respondents have in preference measurement.

Keywords: Preference Measurement; Conjoint Analysis; Analytic Hierarchy Process; Applicability Measures; Internal Validity; Predictive Validity; Convergent Validity (search for similar items in EconPapers)
JEL-codes: C25 C35 D12 M31 (search for similar items in EconPapers)
Date: 2004-10
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Published as "A comparative empirical study on common methods for measuring preferences" in: International Journal of Management and Decision Making, Vol. 9, Nr. 3, 2008, S. 242-265.

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Persistent link: https://EconPapers.repec.org/RePEc:jen:jenasw:2004-20

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