An Empirical Comparison of Computer-Based Conjoint Variants in Multi-Attributive Purchase Decisions

Abstract

The analysis of purchasing decisions is one of the key challenges in marketing and market research. In this regard, a particularly appropriate method which is widely applied both in research and practice is Conjoint Analysis. However, Conjoint Analysis in its traditional form cannot be recommended for the analysis of complex decision-making processes, as it is only able to integrate a small number of attributes. Complex decision-making processes however oftentimes involve between 10 and 20 relevant purchase criteria which moreover can be based on individual reasons.