Helm, Roland; Manthey, Laura; Scholl, Armin; Steiner, … - Wirtschaftswissenschaftliche Fakultät, … - 2003
Within empirical preference measurement, conjoint analysis (CA) and analytic hierarchy process (AHP) are common methods with CA dominating marketing research and practice and AHP becoming more and more relevant as a tool of decision analysis. Both methods mainly differ with respect to their...