Pictorial Stimuli in Conjoint Analysis to Support Product Styling Decisions
Gerard H. Loosschilder Delft University of TechnologyEdward Rosbergen,Marco Vriens University of Groningen andDick R. Wittink Cornell University
Introduction
The product category of car stereo equipment has undergone several technological changes during the last ten years. For example, in the mid 1980s new compact disc features were added. In the early 1990s a 'Radio Data System' (RDS) was introduced which allowed traffic information to be broadcast automatically, independently of the mode of listening (radio, CD, cassette) which is in use. Also, in recognition of...