Direkte versus indirekte Präferenzmessung

The conjoint measurement and its transfer to preference measurement in 1971 is considered a milestone in the field of consumer preference measurement. Since then, numerous studies comparing decompositional conjoint analysis (CA) with compositional methods have been published, a frequent candidate for comparison being the Self-Explicated method (SE). The compositional Analytic Hierarchy Process (AHP) on the other hand is ? is still relatively rare in the special field of preference surveys, despite its high overall prevalence. Unjustly? An application for this purpose is quite suitable, especially since the AHP can avoid some of the classic disadvantages of the much-noticed SE. Last but not least CA and AHP are based on very similar premises. This paper compares the two methods with regard to their applicability, the quality of the results, and the reality.