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http://dx.doi.org/10.5351/KJAS.2014.27.2.185

New Method for Preference Measurement in Ranking-based Conjoint Analysis  

Kim, Bu-Yong (Department of Statistics, Sookmyung Women's University)
Publication Information
The Korean Journal of Applied Statistics / v.27, no.2, 2014 , pp. 185-195 More about this Journal
Abstract
Ranking-based conjoint analysis is widely used in various fields such as marketing research. While the ranking-based conjoint affords several advantages over the rating-based or choice-based conjoint, it has a serious shortcoming that respondents have much difficulty in ranking the product profiles in order of preference when many profiles are involved. This article suggests a new method for the preference measurement to improve the response efficiency. The method employs the concept of ranking sets that let the respondent evaluate a small number of profiles at a time. Through the proposed method, preference rankings of profiles obtained from each ranking set are aggregated to generate overall rankings. The balanced incomplete block design is expanded and transformed to the dual design in order to construct well-balanced ranking sets that can accommodate a large number of profiles. The proposed method is applied to the analysis of consumer preferences for perfume-for-women.
Keywords
Ranking-based conjoint; ranking set; balanced incomplete block design; perfume-for-women;
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Times Cited By KSCI : 9  (Citation Analysis)
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