Split-Questionnaire Designs: A New Tool in Survey Design and Panel Management

Article Abstract:

Design techniques for surveys intended to obtain more than one type of customer information are discussed.

Planning, Surveys, Surveys (Studies)

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The hard impact of the soft touch: how to use brand-positioning attributes in conjoint analysis

Article Abstract:

Measurement of brand positioning attributes needs a standardized approach. Conjoint analysis, which comes to rescue while analyzing market segmentation, pricing, product line optimization, is not of much help while dealing with the integration of soft brand positioning attributes. A practical approach to tackle this problem is described. This approach cab be applied in both consumer and business-to-business markets.

Management dynamics, Market Research & Product Development, Management, Measurement, Consumer preferences, Company business management, Brand image

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Ratings-based versus choice-based latent class conjoint models - an empirical comparison

Article Abstract:

A conceptual and empirical comparison of the ratings/rankings-based approaches and the choice-based approaches in measuring preference structures is conducted. The purpose of the study is to examine differences in attribute importances, the influence of different choice-set sizes and to compare results at comparable levels of aggregation using comparable estimation methods. Results reveal significant differences between the two approaches in three identified latent class segment models.

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