Limit Conjoint-Analyse.

Voeth, Markus; Hahn, Christian

doi:10.15358/0344-1369-1998-2-119

Cited by 38 publications

(7 citation statements)

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“…Regarding the limitations of the study, application of an alternative conjoint analysis method could be a potential source of improvement as it would be useful to validate the present results using either a rating-based approach or a limit-card conjoint analysis combining the strengths of both previous methods ( 54 ) . Additionally, further research should address the heterogeneity of the data in more detail.…”

Section: Discussionmentioning

confidence: 99%

Colour Me In – an empirical study on consumer responses to the traffic light signposting system in nutrition labelling

Hieke¹,

Wilczynski²

2011

Public Health Nutr.

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Objective: As a means of empowering consumers, nutrition labelling has become a widely discussed topic. Simplicity and uniformity of labelling systems are regarded as the prevailing demands from the consumer side. In the present study, we analyse the effects of the traffic light signposting scheme on consumers' food choices. Design: In an online survey, respondents first rated the understandability of the traffic light signposting scheme. In a following conjoint experiment, they indicated which products they would select as the healthiest of the presented products, based on the nutritive information provided by the traffic light signposting scheme. Setting: A major German university. Subjects: In total 2002 undergraduate students participated in the survey. Two-thirds (69 %) of the respondents were female and the majority of the respondents (70 %) were between 18 and 24 years old. Seventy-seven per cent of the participants indicated that they had a higher level of education. Results: Overall, the participants rated the understandability of the traffic light nutrition signposting scheme fairly high (5?9 out of 7). Sugar and fat were found to be the most important attributes of the scheme. Participants placed greater emphases on a change in a product's nutrient characteristic from 'amber to 'red' compared with a change from 'green' to 'amber'. Conclusions: Our results confirm the signalling effect of colour coding as it helps reduce the complexity of decision making. Our findings shed new light on the ongoing discussion concerning appropriate and efficient nutrition labelling and provide interesting insights for further research as well as implications for public policy making.

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Section: Discussionmentioning

confidence: 99%

Colour Me In – an empirical study on consumer responses to the traffic light signposting system in nutrition labelling

Hieke¹,

Wilczynski²

2011

Public Health Nutr.

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“…The product offered to the respondents varied in terms of their network coverage (only in big cities or in all parts of Germany), contract period (12 or 24 months), the prepaid telephone minutes (20, 60 or 120 minutes), the prepaid data volume (1, 5 or 10 MB) as well as the price (e15.00, e25.00, e35.00 or e45.00). As UMTS was not available on the market at the time of the survey these attributes and levels were chosen based on earlier conjoint studies on regular mobile telephone contracts in Germany (Voeth and Hahn, 1998) and on the basis of statements of the German mobile phone providers found in the media concerning their future pricing policies. Moreover, current UMTS tariffs in Austria that strongly resembles the German market, were taken as an example.…”

Section: Methodsmentioning

confidence: 99%

“…This may lead to non-realistic results in market simulations or the elicitation of WTP data as the market researcher assumes that each of the respondents is willing to buy any of the presented stimuli (Jedidi et al, 1996;Curry, 1997). The latter issue is tackled by the LCA (Voeth and Hahn, 1998) used for this research. Voeth and Hahn (1998) developed the LCA, which combines preference evaluations of respondents with choice data (see also Voeth, 1998;Backhaus and Voeth, 2003).…”

Section: Lcamentioning

confidence: 99%

“…The latter issue is tackled by the LCA (Voeth and Hahn, 1998) used for this research. Voeth and Hahn (1998) developed the LCA, which combines preference evaluations of respondents with choice data (see also Voeth, 1998;Backhaus and Voeth, 2003). Thus, if the usual profiling method in TCA is combined with a ranking according to stimulus-estimation rating, respondents not only rate their preferences, but also indicate to which ranking position they would allocate the presented stimuli.…”

Section: Lcamentioning

confidence: 99%

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Limit conjoint analysis and Vickrey auction as methods to elicit consumers' willingness‐to‐pay

Sichtmann

Stingel²

2007

European Journal of Marketing

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Purpose -Limit conjoint analysis (LCA) and Vickrey auctions (VA) are methods for measuring willingness-to-pay (WTP) currently under discussion. However, there are hardly any studies comparing the approaches in terms of their applicability and validity. This paper aims to analyze the differences in WTP elicited by the two methods and their validity in high and low involvement situations. Design/methodology/approach -Data were obtained from 179 online interviews conducted in Germany. Differences in the WTPs elicited were analyzed with a Wilcoxon Signed Ranks Test. For the validation part, a x 2 test of independence was used. Findings -The results indicate differences depending on the method applied and the involvement situation. Additionally, the study indicates that for low involvement products VA performs better while for high involvement situations the results are not as clear. In terms of validity, both methods do not show satisfactory results. Research limitations/implications -In order to generalize the findings further WTP comparisons should be done with other survey objects, samples and measurement approaches. The contribution of this paper is to show that there are significant differences in WTP measurement depending on the method used and the involvement of consumers. Practical implications -Marketing researchers and practitioners are advised to pay special attention to the choice of method when measuring the WTP for a specific product. VA should be preferred in low involvement situations. LCA should not be used in situations where consumers are not interested in the product. Originality/value -The study presented is the first paper to tackle the issue of influencing factors of WTP measurement systematically.

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“…B. unterschiedliche Sportarten, unterschiedliche Ligen) noch konkrete Ticketpreise ermittelt. Für die Ermittlung von Preisbereitschaften für Tickets sind Weiterentwicklungen wie die Limit-Conjoint-Analyse zu verwenden (Voeth & Hahn, 1998). Eine weitere signifikante Weiterentwicklung ist die Choice-based Conjoint-Analyse, in welcher Auswahlentscheidungen zwischen verschiedenen Ticketalternativen getroffen werden (Balderjahn, Hedergott, & Peyer, 2009;DeSarbo, Ramaswamy, & Cohen, 1995).…”

Section: Forschungsdesignunclassified

Preisaufschläge für die sportliche Relevanz

Woratschek

Kaiser

Durchholz

et al. 2020

Ger J Exerc Sport Res

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ZusammenfassungFür die Finanzierung von Sportevents ist das Ticketing eine zentrale Einnahmequelle. Es liegen in diesem Bereich jedoch weder in Praxis noch Forschung valide Erfahrungsdaten vor. Der vorliegende Beitrag greift diese Forschungslücke auf und identifiziert die Bereitschaft von Sporteventzuschauern für Preisaufschläge (bzw. -abschläge) im Rahmen von Wettbewerben mit unterschiedlicher sportlicher Relevanz in unterschiedlichen Sitzkategorien am Beispiel des Frauenfußballs. Der Beitrag zeigt auf, dass die Conjoint-Analyse eine geeignete Methode ist, um Preisbereitschaften für Sportevents in Abhängigkeit ihrer sportlichen Relevanz zu schätzen, insbesondere für Sportevents für die bislang noch keine Erfahrungswerte aus der Vergangenheit vorliegen. Auf Basis einer Befragung von 278 Stadionbesuchern eines Spiels der deutschen Frauen Fußball-Nationalmannschaft zeigt sich, dass die Präferenzen der Zuschauer sehr unterschiedlich sind. Für die Hälfte der Probanden ist die sportliche Relevanz des Wettbewerbs der dominierende Einflussfaktor auf die Preisbereitschaft. Diese sind bereit, einen hohen Preisaufschlag für sportlich relevante Wettbewerbe in Kauf zu nehmen. Die Ergebnisse helfen Sportmanagern, ihre Preisstrategien zu optimieren und gleichzeitig an den Präferenzen und Preisbereitschaften der Zuschauer auszurichten.

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Limit Conjoint-Analyse.

Cited by 38 publications

References 0 publications

Colour Me In – an empirical study on consumer responses to the traffic light signposting system in nutrition labelling

Colour Me In – an empirical study on consumer responses to the traffic light signposting system in nutrition labelling

Limit conjoint analysis and Vickrey auction as methods to elicit consumers' willingness‐to‐pay

Preisaufschläge für die sportliche Relevanz

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