Methods of Preference Measurement
The compositional self-explicated (SE) method is one of the three main approaches used in marketing to measure the preference structures of respondents (Green and Srinivasan 1990, p. 9). Its main underlying idea is that it asks respondents directly about their preferences of a product and is based on an additive model (Hensel-Börner 2000, p. 15). The SE method is considered an alternative to the decompositional conjoint analysis method. In this section, an overview of the SE method is presented.
KeywordsConjoint Analysis Preference Measurement Conjoint Measurement Adaptive Conjoint Analysis Sawtooth Software
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