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Suggested Citation
Suggested Citation
Wildner, R., Dietrich, H., Hölscher, A. (2007). HILCA: A new conjoint procedure for an improved portrayal of purchase decisions on complex products. Yearbook of Marketing and Consumer Research, 5, 5–20.
Year
2007
Authors
Professor Dr. Raimund Wildner,
Holger Dietrich,
A. Hölscher
Holger Dietrich,
A. Hölscher
Publication title
HILCA: A new conjoint procedure for an improved portrayal of purchase decisions on complex products
Publication
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HILCA: A new conjoint procedure for an improved portrayal of purchase decisions on complex products
Abstract
This paper introduces HILCA, a new conjoint analysis procedure with which purchasing decisions on complex products can be better modelled. The survey and analysis procedures are described in detail. The procedure is compared in a methodology test with a standard conjoint analysis procedure used for such research issues. It produces with roughly the same length of interview much more valid and easier to interpret results.
Authors
- Professor Dr. Raimund Wildner, Vice-President
- Holger Dietrich, Senior Researcher, NIM, holger.dietrich@nim.org
- A. Hölscher, McKinsey & Company
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