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

Journal für Betriebswirtschaft - Tập 59 - Trang 31-56 - 2009
Jochen Eckert1, René Schaaf2
1School of Marketing, Faculty of Business, University of Technology Sydney, Sydney, Australia
2Professur für Betriebswirtschaftslehre, insbesondere Electronic Commerce, Goethe-Universität Frankfurt am Main, Frankfurt am Main, Deutschland

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.

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