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Behavioral Conjoint Model with Simultaneous Attribute and Parameter Weighting

Methodological
About this presentation

In 2021 we presented how 9 simple behavioral questions can enhance choice models. The recall of past shopping experiences has a relevant impact on the results of the following choice exercise. Building on these findings we go the next step by using the behavioral framework to set up a Bayesian model for simultaneous attribute and parameter selection. This more sophisticated approach is used to understand the diversity of consumer preferences in even more detail.

Peter Kurz
bms Marketing Research + Strategy
Maximillian Rausch
bms Marketing Research + Strategy
Stefan Binner
bms Marketing Research + Strategy
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