Publications
HILCA: A new conjoint procedure for an improved portrayal of purchase decisions on complex products
DownloadWildner, R., Dietrich, H., Hölscher, A. (2007). HILCA: A new conjoint procedure for an improved portrayal of purchase decisions on complex products. Yearbook of Marketing and Consumer Research, 5, 5–20.
2007
Holger Dietrich,
A. Hölscher
HILCA: A new conjoint procedure for an improved portrayal of purchase decisions on complex products
Abstract
This paper introduces HILCA, a new conjoint analysis procedure with which purchasing decisions on complex products can be better modelled. The survey and analysis procedures are described in detail. The procedure is compared in a methodology test with a standard conjoint analysis procedure used for such research issues. It produces with roughly the same length of interview much more valid and easier to interpret results.
Authors
- Professor Dr. Raimund Wildner, Vice-President
- Holger Dietrich, Senior Researcher, NIM, holger.dietrich@nim.org
- A. Hölscher, McKinsey & Company
Contact
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