Design of interactive conjoint analysis Web-based system
International Journal of Web Information Systems
ISSN: 1744-0084
Article publication date: 20 April 2015
Abstract
Purpose
The purpose of this paper is to presents an interactive conjoint analysis Web-based system that allows the problems of traditional conjoint analysis to be avoided.In the case of a product with lot of parameters, respondents’ tacit preferences may be difficult to understand for marketing analysis. To get a precise analysis, respondents must be allowed to reconsider and correct by themselves their evaluations with an adapted tool.
Design/methodology/approach
This system also helps respondents to easily evaluate complex product profiles and to be involved in the evaluation process, which also leads to the creation of new knowledge for product design. As this system is designed for marketers and for respondents, this paper also presents the case of a product evaluation with attributes selectable by respondents.
Findings
This paper is based on empirical experiment to obtain an efficient design of our system. The authors propose different evaluation scenario to usersto decide the design of our system. The authors want to include users in our evaluation process; however, we found that too much liberty for users can interfere with our objective.
Originality/value
This paper present the design of our original system allowing to perform interactive conjoint analysis.
Keywords
Acknowledgements
This research was supported by a Grant-in-Aid for Scientific Research (A), No. 13370017, Japan.
Citation
Castel, D. and Tsuji, H. (2015), "Design of interactive conjoint analysis Web-based system", International Journal of Web Information Systems, Vol. 11 No. 1, pp. 17-32. https://doi.org/10.1108/IJWIS-04-2014-0011
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited