Ermittlung von entscheidungsrelevanten Eigenschaften im Rahmen der Präferenzmessung

Zusammenfassung der Projektergebnisse

Eliminating unacceptable attribute levels when measuring consumer preferences represents an important problem, both academically and managenally. since including unacceptable attribute levels in preference measurement may cause distorted parameter estimates and result in inaccurate estimation of market shares, for example. This research tests different direct and stimulus evaluation task methods empirically in a hypothetical and a realistic situation using strong and weak wording as well as an isolated and a non-isolated presentation to determine their ability to eliminate unacceptable attnbute levels For all analysed research objects, in an isolated versus non-isolated presentation of attribute levels, participants consider an attribute level unacceptable more frequently when they must evaluate it directly compared with when they assess a stimulus and reject unacceptable attribute levels presented in isolation rather than non-isolation. Furthermore, respondents reject a particular attribute level more often if the description of the decision context employs weak rather than strong wording.

Projektbezogene Publikationen (Auswahl)

• (2007) EVAS - A New Method for the Customer-onented Selection of an Evoked-set based Attnbute-set for Preference Measurement, Jena Research Papers on Business and Economics, Friedrich-Schiller-Universitat Jena
  Steiner, M , Helm, R
  
• (2007) Verwendung verschiedener Eigenschaffsarten in der Conjoint Analyse Meta-Studie, Diskussion und Empfehlungen, in Jahrbuch der Absatz- und Verbrauchsforschung, 53 Jg , S 76-98
  Helm, R , Steiner, M
  
• (2008) A comparative empincal study on common methods for measunng preferences, in International Journal of Management and Decision Making, Vol 9. Nr 3, S 242 - 265
  Helm, R , Steiner, M , Scholl, A , Manthey, L
  
• (2008) Identification of unacceptable attnbute-levels for preference measurement An empirical companson of different methods. Jena Research Papers on Business and Economics, Friedrich-Schiller-Universitat Jena
  Helm, R , Huber, F , Sattler, H , Steiner, M , Szelig, A
  
• (2008) Präferenzmessung methodengestützte Entwicklung zielgruppenspezifischer Produktinnovationen. Stuttgart
  Helm, R , Steiner, M