Choice-based approach for large numbers of attributes

Partial profile choice experiments (PPCE) are proposed as an alternative to full-profile choice experiments that retains the many advantages of the choice-based approach. In PPCEs, consumers are asked to choose among pairs of brands that always differ on a small number of attributes. In PPCEs, each...

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Bibliographic Details
Published in:Marketing news 1995-01, Vol.29 (1), p.20
Main Authors: Chrzan, Keith, Elrod, Terry
Format: Article
Language:English
Subjects:
Advantages
Consumer attitudes
Consumers
Efficiency
Marketing
Product choice
Questionnaires
Techniques
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Summary:Partial profile choice experiments (PPCE) are proposed as an alternative to full-profile choice experiments that retains the many advantages of the choice-based approach. In PPCEs, consumers are asked to choose among pairs of brands that always differ on a small number of attributes. In PPCEs, each consumer is asked only as many pairwise choice questions as there are attributes, making studies with a very large number of attributes possible. The designs have other desirable characteristics: 1. Every consumer is presented with every attribute an equal number of times. 2. Attributes are assigned equally often to the first brand in the pair and to the 2nd, which automatically controls the effect of order of presentation of choice. 3. Several variations of the questionnaire are easily generated, with each consumer receiving only one variation.
ISSN:0025-3790