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Validitt computergesttzter hybrider Conjoint-Analysen
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Die Conjoint-Analyse zhlt zu den bedeutendsten Methoden zur Messung von Nachfragerprferenzen. Da sie in ihrer traditionellen Form bei Relevanz vieler Produkteigenschaften an ihre Grenzen stt, kommt hybriden Verfahren eine immer grere Bedeutung zu. Mit der Customized Computerized Conjoint Analysis (CCC) und der Choice-Oriented Individualized Conjoint Analysis (CHIC) stellt Susanne Hensel-Brner neue computergesttzte hybride Conjoint-Varianten vor, die sie einer umfangreichen empirischen Validittsprfung unterzieht. Sie gibt auerdem einen fundierten berblick ber die Thematik der Prferenzmessung insgesamt.
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