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Additional info for Conjoint Measurement: Methods and Applications
The subjects took about forty minutes on the average to complete the data collection task. The design of the study is the same for marmalade and alarm clocks and is shown in Table 1. We employed five subsamples, each subsample consisting of 38 to 46 subjects. About one-half of the subjects in each subsample evaluated products in each of the two product categories. Further, there were three information conditions. e. e. market leader I third in the market I fictitious for both product categories) was given; under condition B, information about price and 3 attributes (fruit content I sugar content I artificial coloring and preservatives for marmalade and format I snooze I switch off for alarm clocks, each having 2 levels); and condition C, information about price, brand name and the same 3 attributes.
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D thesis, Capelle. , Oppewal, H. and Wedel, M. (1998), Ratings-based versus choice-based Latent Class Conjoint Models - an empirical comparison, Journal of the Market Research Society, 40,237-248. , van der Scheer, H. , Hoekstra, J. C. and Bult, J. R. (1998), Conjoint Experiments for direct mail Response Optimization, European Journal of Marketing, 32, 323-339. , Wedel, M. and Wilms, T. (1996), Metric Conjoint Segmentation Methods: a Monte Carlo comparison, Journal of Marketing Research, 33, 73-85.