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Conjoint Analysis and Stimulus Presentation — a Comparison of Alternative Methods

2002; Springer Nature; Linguagem: Inglês

10.1007/978-3-642-56181-8_22

2198-3321

Michael Brusch, Daniel Baier, Antje Treppa,

Consumer Market Behavior and Pricing

The rapid development of the multimedia industry has led to improved possibilities to realistically present new product concepts to potential buyers even before prototypical realizations of the new products are available. Especially in conjoint studies — where product concepts are presented as stimuli with systematically varying features — the usage of pictures, sounds, animations, mock ups or even virtual reality should result in a reduction of respondent's uncertainty with respect to (w.r.t.) innovative features and (hopefully) to an improved validity of the collected preferential responses. This paper examines differences between three different stimulus presentation methods: verbal, multimedia, and real.