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Erschienen in:
2012 | OriginalPaper | Buchkapitel
Methods of Preference Measurement
verfasst von : Samah Abu-Assab
Erschienen in: Integration of Preference Analysis Methods into Quality Function Deployment
Verlag: Gabler Verlag
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The compositional self-explicated (SE) method is one of the three main approaches used in marketing to measure the preference structures of respondents (Green and Srinivasan 1990, p. 9). Its main underlying idea is that it asks respondents directly about their preferences of a product and is based on an additive model (Hensel-Börner 2000, p. 15). The SE method is considered an alternative to the decompositional conjoint analysis method. In this section, an overview of the SE method is presented.