Helm, Roland and Scholl, A. and Manthey, L. and Steiner, M. (2004) Measuring customer preferences in new product development: comparing compositional and decompositional methods. International Journal of Product Development (IJPD) 1 (1), pp. 12-29.
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Preference measurement is important in the early stages of new product development. Conjoint analysis (CA) and analytic hierarchy process (AHP) are common methods for measuring preferences with CA dominating marketing research and practice. These methods mainly differ with respect to their basic conception: AHP is a compositional method whereas CA is designed in a decompositional manner. This study aims at comparing the methods as instruments of preference measurement. The results show a high degree of predictive and convergent validity of both methods. However, inspecting the results in detail reveals considerable differences, which indicate that AHP performs slightly better.
|Institutions:||Business, Economics and Information Systems > Institut für Betriebswirtschaftslehre > Lehrstuhl für Betriebswirtschaft, insbesondere Strategisches Industriegütermarketing (Prof. Dr. Roland Helm)|
|Keywords:||customer preference measurement, conjoint analysis, CA, analytic hierarchy process, AHP, applicability, validity, paired-comparison, dominance test, new product development, NPD|
|Subjects:||300 Social sciences > 330 Economics|
|Refereed:||Yes, this version has been refereed|
|Created at the University of Regensburg:||Unknown|
|Deposited On:||17 Nov 2010 09:40|
|Last Modified:||15 Jul 2011 10:26|