Abstract
This empirical investigation examines variations in measures of task-complexity as a result of using different conjoint vignettes. The two most commonly used conjoint vignette techniques for stimulus description are comparatively evaluated: Two-Factor-Evaluation and Multiple-Factor-Evaluation Vignette Techniques. The empirical findings on the comparative analysis on taskcomplexity in conjoint vignettes and their implications for market-researchers and users of conjoint analysis are also discussed.
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Segal, M.N. (2015). Task Complexity in Conjoint Vignettes: Some Empirical Findings with Marketing Implications. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_51
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DOI: https://doi.org/10.1007/978-3-319-16976-7_51
Publisher Name: Springer, Cham
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