One of the main tasks of conjoint analysis is to identify consumer preferences about potential products or services. Accordingly, different estimation methods have been proposed to determine the corresponding relevant attributes. Most of these approaches rely on the post-processing of the...

In this research we propose a web-based adaptive self-explicated approach for multi-attribute preference measurement (conjoint analysis) with a large number (ten or more) of attributes. Our approach overcomes some of the limitations of previous self-explicated approaches. We developed a...

In this research we propose a web-based adaptive self-explicated approach for multi-attribute preference measurement (conjoint analysis) with a large number (ten or more) of attributes. In the empirical application reported here the proposed approach provides a substantial and significant...