Adaptive Conjoint Analysis: Understanding the Methodology and Assessing Reliability and Validity

Herrmann, Andreas; Schmidt-Gallas, Dirk; Hüber, Frank

doi:10.1007/978-3-662-06392-7_12

Cited by 11 publications

(12 citation statements)

References 41 publications

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“…The number of levels across attributes was also balanced (except security with three levels) because the estimated relative importance of a variable increases as the number of levels increase (Hair et al, 2006). As the number of service options to be evaluated was large, hold‐out options were not included to avoid the problem of information overload and respondent fatigue (Herrmann et al, 2005; Murthi and Sarkar, 2003).…”

Section: Methodsmentioning

confidence: 99%

Designing e‐government services: Key service attributes and citizens’ preference structures

Venkatesh

Chan

Thong

2011

J of Ops Management

165

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a b s t r a c tAdvances in Internet technologies have led to the popularity of technology-based self-services, with the design of such services becoming increasingly important. Using technology-based services in the public sector as the setting, we identified the key service attributes driving adoption and use of transactional egovernment services, and citizens' preference structures across these attributes. After identifying four key attributes, i.e., usability, computer resource requirement, technical support provision and security provision, we conducted a Web-based survey and a conjoint experiment among 2465 citizens. In a two-stage Web-based survey, citizens reported their perceptions about a smartcard technology for transactional e-government services before use, and their use and satisfaction 4 months later. Results showed that the key attributes (noted above) influenced citizens' intentions, subsequent use and satisfaction. In the conjoint experiment, citizens reported their preferences for key service attributes for two transactional e-government services. Further, a cluster analysis uncovered four distinct citizen segments, i.e., balanced, usability-focused, risk-conscious and resource-conservative, that can inform efforts in designing e-government services. A post hoc analysis confirmed the appropriateness of the market segmentation in understanding citizens' adoption and use of transactional e-government services.

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Section: Methodsmentioning

confidence: 99%

Designing e‐government services: Key service attributes and citizens’ preference structures

Venkatesh

Chan

Thong

2011

J of Ops Management

165

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“…This paper makes use of full‐profile CA, not only it is widely used approach when the number of attributes is around six or fewer (Cattin and Wittink, ) but also it eliminates the interaction effects between attributes. In contrast to adaptive conjoint analysis that a common approach particularly where there are a large number of attributes (Herrmann et al, ) and choice‐based conjoint (Raghavarao et al, ) that presents a set of possible profiles to respondents to judge, full profile CA, through fractional factorial designs, entails fewer judgments to be made by respondents (Green and Srinivasan, ). CA assumes that all of the attribute levels are independent of each other and typically involve a fixed design.…”

Section: The Mobile Service Platforms: a Priori Assessmentmentioning

confidence: 99%

A Process View to Evaluate and Understand Preference Elicitation

Nikou

Mezei

Sarlin

2015

Multi Criteria Decision Anal

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This paper focuses on multi‐attribute design problems in which several quantitative and/or qualitative attributes are simultaneously involved. Preference elicitation methods dealing with decision‐makers' preferences are often employed to solve such problems. The present paper proposes a conceptual framework that considers preference elicitation as a process shaped by the interaction of different factors including the researcher, methodology, questionnaire and respondent in a given context, at the same time. The aim of the framework is to assist in choosing a decision support tool among various multi‐attribute decision‐making methods, as well as in evaluating and understanding preference elicitation results. To illustrate and exemplify the use of the framework, it is applied to a real‐world case of end user preferences of mobile service platforms. We make use of two methods that are suitable for such a setting: analytic hierarchy process and conjoint analysis. Albeit with considerable discrepancies, the results show that both methods provide insightful information on the principle. Nonetheless, to a large degree, these methods perform differently in the case of non‐complex tasks and unknowledgeable respondents, which the process view aids in evaluating and understanding. Copyright © 2015 John Wiley & Sons, Ltd.

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“…Dabei beschränkt sich die Beurteilung auf Bewertungsverfahren in Stufe 2, da von der Verwendung einer Stufe 0 in der Literatur abgeraten wird (Herrmann et al 2001;Sawtooth Software 2002a) und den Eigenschaftsausprägungsbewertungen aus Stufe 1 eine gute Prognosevalidität zugesprochen wird (Pullman et al 1999). So konnte Pullman et al (1999) keinen signifikanten Unterschied in der Prognosevalidität zwischen der Rangreihe, einer Ratingskala mit zwei Ankerpunkten und ungewichteten dekompositionellen Präferenzmessverfahren 4 feststellen.…”

Section: Beurteilung Existierender Und Möglicher Neuer Self-explicateunclassified

Verfahren zur Präferenzmessung – Eine Übersicht und Beurteilung existierender und möglicher neuer Self-Explicated-Verfahren

Eckert

Schaaf

2009

J Betriebswirtsch

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Zusammenfassung Für Unternehmen ist eine Produktgestaltung, die die Bedürfnis-se der Kunden trifft, von hoher Relevanz, um langfristig Umsatz und Ertrag zu sichern. Die Kenntnis der Kundenbedürfnisse, für die als Maß deren Präferenzen herangezogen werden können, spielt daher für Unternehmen eine wichtige Rolle. Self-Explicated-Verfahren sind neben Conjoint-Verfahren die am häufigsten angewendeten Verfahren zur Präferenzmessung. Erstaunlicherweise wurde sich von wissenschaftlicher Seite jedoch trotz der Relevanz von Self-Explicated-Verfahren zur Präferenzmessung nur wenig mit diesen beschäftigt. Aufbauend auf einer Darstellung und Beurteilung existierender und möglicher neuer Self-Explicated-Verfahren zeigt der Beitrag, dass bisher nur wenige Self-Explicated-Verfahren umgesetzt wurden und identifiziert viel versprechende neue Verfahren für die zukünftige Forschung. Neben gütebezogenen Kriterien werden Self-Explicated-Verfahren dabei auch anhand anwendungsorientierter Kriterien evaluiert und somit aufgezeigt, welche Verfahren sich insbesondere aus praktischer Sicht anbieten.Schlüsselwörter Präferenzmessung · Self-Explicated-Verfahren · Wichtigkeitsmessung Abstract It is essential for companies that offered products meet consumer preferences to ensure the corporate performance in the long term. Besides Conjoint Approaches, Self-Explicated-Approaches are the most common approaches to determine consumer preferences. Surprisingly, despite the relevance of Self-ExplicatedApproaches existing research has mainly focused on decompositional preference measurement approaches. The article provides an overview of all existing SelfExplicated-Approaches and shows that only a few have been implemented so far and identifies most promising new Self-Explicated-Approaches for future research. Besides an evaluation of Self-Explicated-Approaches based on accuracy criteria we also take application-oriented criteria into account in order to illustrate most appropriate Self-Explicated-Approaches for business applications.

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Adaptive Conjoint Analysis: Understanding the Methodology and Assessing Reliability and Validity

Cited by 11 publications

References 41 publications

Designing e‐government services: Key service attributes and citizens’ preference structures

Designing e‐government services: Key service attributes and citizens’ preference structures

A Process View to Evaluate and Understand Preference Elicitation

Verfahren zur Präferenzmessung – Eine Übersicht und Beurteilung existierender und möglicher neuer Self-Explicated-Verfahren

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