Using response surface methodology to optimise factors in conjoint experiments

Rubén Huertas-Garcia

University of Barcelona

Juan Carlos Gázquez-Abad

University of Almería

Francisco J. Martínez-López

University of Granada

Irene Esteban-Millat

Open University of Catalonia

Introduction

As a tool for measuring utility, the analysis of consumer preferences remains a central issue in the study of consumer behaviour. Even though both the concept of utility and its measurement have been studied extensively in marketing literature, it remains an ambiguous topic because of the difficulties involved in observing utility and the absence of an absolute measurement scale (Gustafsson et al. 2007).