Cristin-resultat-ID: 1316700
Sist endret: 2. juni 2017, 13:49
NVI-rapporteringsår: 2016
Resultat
Vitenskapelig artikkel
2016

Comparison of rating-based and choice-based conjoint analysis models. A case study based on preferences for iced coffee in Norway

Bidragsytere:
  • Daniele Asioli
  • Tormod Næs
  • Arnstein Øvrum og
  • Valerie Lengard Almli

Tidsskrift

Food Quality and Preference
ISSN 0950-3293
e-ISSN 1873-6343
NVI-nivå 1

Om resultatet

Vitenskapelig artikkel
Publiseringsår: 2016
Publisert online: 2015
Trykket: 2016
Volum: 48, Part A
Sider: 174 - 184

Importkilder

Scopus-ID: 2-s2.0-84942636710

Beskrivelse Beskrivelse

Tittel

Comparison of rating-based and choice-based conjoint analysis models. A case study based on preferences for iced coffee in Norway

Sammendrag

The authors compare two conjoint analysis approaches eliciting consumer preferences among different product profiles of iced coffees in Norway: rating-based and choice-based conjoint experiments. In the conjoint experiments, stimuli were presented in the form of mock-up pictures of iced coffees varying in coffee type, production origin, calorie content and price, following an orthogonal design. One group of participants (n = 101) performed a rating task of 12 iced coffees whereas another group (n = 102) performed a choice task on 20 iced coffees presented in eight triads. Then, all participants performed self-explicated rating and ranking evaluations of the iced coffee attributes. The rating data were analyzed by a Mixed Model ANOVA while the choice data were analyzed by a Mixed Logit Model. Both models include conjoint factors, demographic variables and their interactions. Results show that the two approaches share similar main results, where consumers prefer low calorie and low price iced coffee products. However, additional effects are detected within each of the two approaches. Further, self-explicated measures indicate that coffee type is the primary attribute for consumers’ selection of iced coffee. The two conjoint approaches are compared and discussed in terms of experimental designs, data analysis methodologies, outcomes, user-friendliness of the results interpretation, estimation power and practical issues.

Bidragsytere

Daniele Asioli

  • Tilknyttet:
    Forfatter
    ved Veterinærhøgskolen ved Norges miljø- og biovitenskapelige universitet
  • Tilknyttet:
    Forfatter
    ved Sensorikk, forbruker og innovasjon ved NOFIMA

Tormod Næs

  • Tilknyttet:
    Forfatter
    ved Råvare og prosess ved NOFIMA
  • Tilknyttet:
    Forfatter
    ved Københavns Universitet

Arnstein Øvrum

  • Tilknyttet:
    Forfatter
    ved Diverse norske bedrifter og organisasjoner

Valerie Lengard Almli

  • Tilknyttet:
    Forfatter
    ved Sensorikk, forbruker og innovasjon ved NOFIMA
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