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Measurement of preferences with self-explicated approaches: A classification and merge of trade-off- and non-trade-off-based evaluation types

journal contribution
posted on 2014-10-01, 00:00 authored by C Schlereth, C Eckert, R Schaaf, Bernd SkieraBernd Skiera
Self-explicated approaches are popular preference measurement approaches for products with many attributes. This article classifies previous self-explicated approaches according to their evaluation types, i.e. trade-off- versus non-trade-off-based, and outlines their advantages and disadvantages. In addition, it proposes a new method, the presorted adaptive self-explicated approach that is based on Netzer and Srinivasan's (2011) adaptive self-explicated approach and that combines trade-off- and non-trade-off-based evaluation types. Two empirical studies compare this new method with the most popular existing self-explicated approaches, including the adaptive self-explicated approach and paired comparison preference measurement. The new method overcomes the insufficient discrimination between importance weights, as usually found in non-trade-off-based evaluation types; discourages respondents' simplification strategies, as are frequently encountered in trade-off evaluation types; is easy to implement; and yields high predictive validity compared with other popular self-explicated approaches. © 2014 Elsevier B.V. All rights reserved.

History

Journal

European Journal of Operational Research

Volume

238

Issue

1

Pagination

185 - 198

ISSN

0377-2217

Publication classification

C Journal article; C1.1 Refereed article in a scholarly journal

Copyright notice

2014, Elsevier