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Measuring customer preferences in new product development: comparing compositional and decompositional methods

Helm, Roland ; Scholl, A. ; Manthey, L. ; Steiner, M.


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 ...


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