Articles
| Open Access | COMPARATIVE ANALYSIS OF CONJOINT ANALYSIS METHODS: FULL PROFILE VS. SELF-EXPLICATED APPROACHES
Abstract
This study conducts a comparative analysis of two prominent methods in conjoint analysis: the Full Profile and Self-Explicated approaches. Conjoint analysis is a widely used technique in marketing research for understanding consumer preferences and decision-making processes. The Full Profile approach involves presenting respondents with complete product profiles, while the Self-Explicated approach requires respondents to evaluate and rate individual attribute levels separately. Through an empirical investigation, this study examines the strengths, limitations, and practical implications of each method in capturing and analyzing consumer preferences. Insights gained from the comparative analysis offer valuable guidance for researchers and practitioners seeking to optimize their conjoint analysis methodologies and enhance the accuracy of market insights.
Keywords
Conjoint analysis, Full Profile approach, Self-Explicated approach
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