Verfahren zur Präferenzmessung – Eine Übersicht und Beurteilung existierender und möglicher neuer Self-Explicated-Verfahren
Tóm tắt
Für Unternehmen ist eine Produktgestaltung, die die Bedürfnisse 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.
Tài liệu tham khảo
Agarwal MK, Green PE (1991) Adaptive conjoint analysis versus self explicated models, some empirical results. Int J Res Market 8:141–146
Aggarwal P, Vaidyanathan R (2003) Eliciting online consumers’ preferences: conjoint vs self-explicated attribute-level measurements. J Market Manag 19:157–177
Akaah I, Korgaonkar PK (1983) An empirical comparison of the predictive validity of self-explicated, huber-hybrid, traditional conjoint and hybrid conjoint models. J Market Res 20:187–197
Alwin DF, Krosnick JA (1985) The measurement of values in surveys: A comparison of ratings and rankings. Pub Opin Q 49:535–552
Brockhoff K (1999) Produktpolitik. Lucius&Lucius, Stuttgart
Brown TC, Peterson RM, Broderson V, Ford V, Bell PA (2005) The judged seriousness of an environmental loss is a matter of what caused it. J Environ Psychol 25:13–21
Chrzan K, Golovashkina N (2006) An empirical test of six stated importance measures. Int J Market Res 48:717–740
Churchill GA, Iacobucci D (2002) Marketing research: methodological foundations. Mason, Ohio
Cohen S (2003) Maximum difference scaling: improved measures of importance and preference for segmentation. Proceedings of the 2003 Sawtooth Software Conference, San Diego, S. 61–74
Comrey AL (1950) A proposed method for absolute ratio scaling. Psychometrika 15:317–325
David HA (1988) The method of paired comparisons. Charles Griffin, London
Dorsch MJ, Teas RK (1992) A test of the convergent validity of self-explicated and decompositional conjoint measurement. J Acad Market Sci 20:37–48
Farsky M, Eggers F (2007) Golden -i-: Konzeption und empirische Validitätsprüfung eines neuen Instrumentes zur Messung von Markenimages. Market Z Forsch Praxis 29:105–118
Finn A, Louviere JJ (1992) Determining the appropriate response to evidence of public concern: The case of food safety. J Pub Policy Market 11:12–25
Fishbein M (1967) A behavior theory approach to the relations between beliefs and about an object and the attitude toward the object. Wiley, New York
Green PE (1984) Hybrid conjoint analysis: an expository review. J Market Res 21:155–159
Green PE, Goldberg S, Montemayor M (1981) A hybrid utility estimation model for conjoint analysis. J Market 45:33–41
Green PE, Goldberg SM, Wiley JW (1983) Cross-validation test of hybrid conjoint models. Adv Consum Res 10:147–150
Green PE, Helsen K (1989) Cross-validation assessment of alternatives to individual-level conjoint analysis. J Market Res 26:346–350
Green PE, Krieger AM (1993) Conjoint analysis with product positioning applications. In: Eliashberg J, Lilien G (Hrsg.) Handbook in operations research and marketing science, Volume 5, Marketing. North Holland, Amsterdam, S. 467–515
Green PE, Krieger AM (1996) Individualized hybrid models for conjoint analysis. Manag Sci 42:850–867
Green PE, Krieger AM, Agarwal MK (1993) A cross validation test of four models for quantifying multiattribute preferences. Market Lett 4(4):369–380
Green PE, Krieger AM, Bansal P (1988) Completely unacceptable levels in conjoint analysis: a cautionary note. J Market Res 25:293–300
Green PE, Srinivasan V (1978) Conjoint analysis in consumer research: issues and outlook. J Consum Res 5:103–123
Green PE, Srinivasan V (1990) Conjoint analysis in marketing: new developments with implications for research and practise. J Market 54:3–19
Gutsche J (1995) Produktpräferenzanalyse: Ein modelltheoretisches und methodisches Konzept zur Marktsimulation mittels Präferenzerfassungsmodellen. Duncker & Humblot, Berlin
Hartmann A, Sattler H (2002) Commercial use of conjoint analysis in Germany, Austria, and Switzerland. Working Paper No. 006, University of Hamburg
Hartmann A, Sattler H (2004) Wie robust sind Methoden zur Präferenzmessung? Z betriebswirtsch Forsch (zfbf) 56:3–22
Heeler RM, Okechuku C, Reid S (1979) Attribute importance: contrasting measurements. J Market Res 16:60–86
Hensel-Börner S (2000) Validität computergestützter hybrider Conjoint-Analyse. Deutscher Universitätsverlag, Wiesbaden
Hensel-Börner S, Sattler H (2000) Ein empirischer Validitätsvergleich zwischen der Customized Computerized Conjoint Analysis (CCC) der Adaptive Conjoint Analysis (ACA) und Self-Explicated-Verfahren. Z Betriebswirtsch (ZfB) 70:705–727
Herrmann A, Schmidt-Gallas D, Huber F (2001) Adaptive conjoint analyse: understanding the methodology and assessing reliability and validity. In: Gustaffson A, Herrmann A, Huber F (Hrsg.) Conjoint measurement: methods and applications. Springer, Berlin, S. 305–329
Höpfl RT, Huber PH (1970) A study of self-explicated utility models. Behav Sci 15:408–414
Huber GP, Daneshgar R, Ford DL (1971) An empirical comparison of five utility models for predicting job preferences. Organ Behav Human Perform 6:267–282
Hughes D (1970) Distinguishing salience and valence. Attitude Research Workshop, University of Illinois
Jain AK, Acito F, Malhotra N, Mahajan V (1979) A comparison of the internal validity of alternative parameter estimation methods in decompositional multiattribute preference models. J Market Res 16:312–322
Kramer T (2007) The effect of measurement task transparency on preference construction and evaluation of personalized recommendations. J Market Res 44:224–233
Lehmann DR (1971) Television show preferences. J Market Res 8:47–55
Leigh TW, MacKay DB, Summers JO (1984) Reliability and validity of conjoint analysis and self-explicated weights: A comparison. J Market Res 21:456–462
Lodge M (1984) Magnitude scaling: quantitative measurement of opinions. Sage Publications, Beverley Hills
Louviere JJ, Islam T (2008) A comparison of importance weights and willingness-to-pay measures derived from choice-based conjoint, constant sum scales and best-worst scaling. J Bus Res 61:903–911
Malhotra NK (2006) Marketing research: an applied orientation. Prentice Hall, Upper Saddle River, New Jersey
Marder E (1997) The laws of choice. Free Press, New York
Myers JH (1999) Measuring customer satisfaction: hot buttons and other measurement issues. American Marketing Association, Chicago
Netzer O, Srinivasan S (2007) Adaptive self-explication of multi attribute preferences. Working Paper, Columbia University
Oppewal H, Klabbers M (2003) Compromising between the information completeness and task simplicity: A comparison of self-explicated, hierarchical information integration, and full-profile conjoint methods. Adv Consum Res 30:298–303
Orme B (2003) Scaling multiple items: monadic ratings vs. paired comparisons. Sawtooth Software Conference Proceedings, Sequim, S. 43–59
Park YH, Ding M, Rao V (2008) Eliciting preference for complex products: a web-based upgrading method. J Market Res 45:562–574
Pullman ME, Dodson KJ, Moore WL (1999) A comparison of conjoint methods when there are many attributes. Market Lett 10:125–138
Ray ML (1979) Introduction to the special section: measurement and marketing research – is this flirtation going to lead a romance? J Market Res 16:1–6
Ray ML, Sherrill PN (1973) Unobtrusive marketing research techniques. In: Britt SH (Hrsg.) Marketing manager’s handbook. Dartnell, Chicago, S. 317–330
Retzer J (2006) The century of bayes. Int J Market Res 48:49–60
Rosenberg MJ (1956) Cognitive structure and attitudinal affect. J Abnorm Soc Psychol 53:367–372
Sattler H (1991) Herkunfts- und Gütezeichen im Kaufentscheidungsprozeß. Die Conjoint-Analyse als Instrument der Bedeutungsmessung. M & P, Verl. für Wiss. und Forschung, Stuttgart
Sattler H (2006) Methoden zur Messung von Präferenzen für Innovationen. Z betriebswirtsch Forsch 54:154–176
Sattler H, Hensel-Boerner S (2000) A comparison of conjoint measurement with self-explicated approaches. In: Gustaffson A, Herrmann A, Huber F (Hrsg.) Conjoint measurement: methods and applications. Springer, Berlin, pp 121–133
Sawtooth Software I (2002a) ACA 5.0 Technical Paper, http://www.sawtoothsoftware.com/download/techpap/acatech.pdf, Stand: 12.11.2006
Sawtooth Software I (2002b) ACA user manual version 5, Sequim
Sawtooth Software I (2007a) The ACA, Web v6.0 Technical Paper, http://www.sawtoothsoftware.com/download/techpap/acatech.pdf, Stand: 21.12.2007
Sawtooth Software I (2007b) The MaxDiff, Web v6.0 Technical Paper, http://www.sawtoothsoftware.com/download/techpap/acatech.pdf, Stand: 21.12.2007
Schendel DE, Wilkie WL, McCann JM (1971) An experimental investigation of attribute importance. Proceedings of the Association for Consumer Research, S. 404–416
Skiera B (1999) Mengenbezogene Preisdifferenzierung bei Dienstleistungen. Deutscher Universitäts-Verlag, Wiesbaden
Srinivasan V (1988) A conjunctive-compensatory approach to the self-explication of multiattributed preferences. Decis Sci 19:295–305
Srinivasan V, Park CS (1997) Surprising robustness of the self-explicated approach to customer preference structure measurement. J Market Res 34:286–291
Srinivasan V, Wyner G (1989) CASEMAP: computer-assisted self-explication of multiattributed preferences. In: Henry W, Menasco M, Takada H (Hrsg.) New-product development and testing. Lexington Books, Lexington, pp 91–112
Stapleton LM, Edmonds M (2005) An exploration of the validity of the unbounded write-in-scale for inter-individual research. Int J Pub Opin Res 17:484–494
Stephenson W (1953) The study of behaviour: the Q-technique and its methodology. University of Chicago Press, Chicago
Tigert DJ (1966) An investigation of experimental techniques to determine the relative importance of various product attributes in the consumer decision-making process. Institute Paper No. 126, Purdue University
Torgerson WS (1958) Theory and method of scaling. John Wiley, New York
Voeth M (1999) 25 Jahre conjointanalytische Forschung in Deutschland. Z Betriebswirtsch Ergänzungsheft 2:153–176
Wilkie WL, Pessemier EA (1973) Issues in marketing’s use of multi-attribute attitude models. J Market Res 10:428–441
Wittink DR, Cattin P (1989) Commercial use of conjoint analysis: An update. J Market 53:91–96
Wittink DR, Vriens M, Burhenne W (1994) Commercial use of conjoint analysis in Europe: results and critical reflections. Int J Res Market 11:41–52
Wright P, Kriewall MA (1980) State-of-mind effects on the accuracy with which utility functions predict marketplace choice. J Market Res 17:277–293