Sarlin, Peter; Nikou, Shahrokh; Mezei, József; … - In: Quality & Quantity: International Journal of Methodology 49 (2015) 1, pp. 385-405
This paper proposes an approach denoted visual conjoint analysis (VCA). Conjoint analysis is commonly used in marketing to understand consumers’ decision criteria, particularly why consumers prefer and select certain products and their variations. Yet, little efforts have been made to provide...