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Erschienen in:
2007 | OriginalPaper | Buchkapitel
Evolutionary Conjoint
verfasst von : Thorsten Teichert, Edlira Shehu
Erschienen in: Conjoint Measurement
Verlag: Springer Berlin Heidelberg
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Preference analysis and utility measurement remain central topics in consumer research. Although the concept of utility and its measurement was investigated in a large number of studies, it still remains ambiguous due to its unobservability and lack of an absolute scale unit (Teichert 2001a: 26): Whereas utility is praised as a quantitative indicator of consumer behavior, only preference judgments can be observed. These judgments contain error terms stemming from different sources which cannot be separated. This inherent methodological problem of utility measurement has not been handled consistently over years of empirical application.