This chapter focuses on the research methodology relevant to this study (for a stepwise description of an empirical research process, see Kuss and Eisend 2010, pp. 12). In section 4.1, I describe the research design, including my reflections on the linkage between the research design and its theory, the collection of data, an experiment as the appropriate type of research design, as well as its exogenous variables. The following two sections focus on the instruments relevant for the measurement of endogenous variables. I have determined a limit conjoint analysis (LCA; e.g., Backhaus et al. 1998; Sichtmann and Stingel, 2007) to be the appropriate instrument with which to measure customers’ willingness-to-pay. Corresponding to this, I define all parameters relevant to the conjoint analysis in section 4.2. In section 4.3, I operationalize all other constructs in the hypothesis framework. In section 4.4, I describe a pre-test and its results. I present the entire and final research design, illustrated by the full questionnaire, in section 4.5. This leads to the data analysis relevant to chapter 5. I present the general results of the empirical testing and the hypotheses assessment there.
KeywordsMarketing Expense Sorting
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