Willingness to pay (WTP) estimates for novel products are needed to assess consumers’ valuation of these products as well as for product adoption and optimal pricing strategies. Using experiments in a retail setting, we compare hypothetical and non-hypothetical WTP values between a Becker-DeGroot-Marshak (BDM) auction mechanism and conjoint analysis. Our results suggest that the auction WTP val...

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...

In a recent paper (European Journal of Operational Research, 158, 271–292, 2004), S. Greco, B. Matarazzo and R. S lowiński have stated without proof a result characterizing binary relations on product sets that can be represented using a discrete Sugeno integral. To our knowledge, this is the first result about a fuzzy integral that applies to non-necessarily homogeneous product sets and only u...

Coupons are an established promotional tool in marketing and sales. The increasing adoption of mobile telephony and ongoing diffusion of mobile phones have spurred first attempts in mobile couponing. Since consumer preferences and information on service choice behaviour can be of significant value in development processes of innovative products or services such as mobile couponing, we applied a...

This paper presents a self-contained introduction to a general conjoint measurement framework for the analysis of nontransitive and/or incomplete binary relations on product sets. It is based on the use of several kinds of marginal traces on coordinates induced by the binary relation. This framework leads to defining three general families of models depending on the kind of trace that they use....

This paper reflects on observations from over 100 conjoint analysis projects across the industry and multiple companies that I have observed, conducted, or informed. I suggest that clients often misunderstand the results of conjoint analysis (CA) and that the many successes of CA may have created unrealistic expectations about what it can deliver in a single study. I describe some common points...

Conjoint analysis is a stated-preference survey method that can be used to elicit responses that reveal preferences, priorities, and the relative importance of individual features associated with health care interventions or services. Conjoint analysis methods, particularly discrete choice experiments (DCEs), have been increasingly used to quantify preferences of patients, caregivers, physician...