Faculty of Economics and Business Administration Publications Database

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

Schlereth, Christian
Eckert, Christine
Schaaf, René
Volume: 238
Number: 1
Pages: 185 - 198
Month: October
ISSN-Print: 0377-2217
Link External Source: Online Version
Year: 2014
Keywords: Preference measurement; Self-explicated approaches; Marketing research

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.