Using response surface methodology to optimise factors in conjoint experiments
University of Barcelona
University of Almería
University of Granada
Open University of Catalonia
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).