SP Methods

 

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bulletStated Preference (SP) methods encompass a flexible array of data collection and modeling techniques that measure underlying consumer preference structures using hypothetical decision scenarios as the vehicle. Experimental choice analysis (Louviere and Woodworth 1983) and ratings-based conjoint are the primary examples of SP methods in use today.
bulletSP methods stand in contrast to Revealed Preference (RP) methods, which utilize decision data from actual markets to infer preferences.

Research   Publications

References

Louviere, J.J. and G.G. Woodworth (1983) "Design and Analysis of Simulated Consumer Choice or Allocation Experiments: An Approach Based on Aggregate Data" Journal of Marketing Research, 20:350-367.