The difference between 'less bad' and 'much better': Helping conjoint to live up to its promises by leveraging 'behavioural economics'

This ESOMAR paper looks at how to integrate behavioural economics insights with conjoint analysis, thereby making predictions more valid while maintaining the core advantages of conjoint analysis.

The difference between 'less bad' and 'much better': Helping conjoint to live up to its promises by leveraging 'behavioural economics'

Florian BauerVocatus, Germany

Preface

Recently, market researchers have become increasingly interested...