Using response surface methodology to optimize factors in conjoint experiments

  • Huertas García, Rubén
  • Gázquez Abad, Juan Carlos
  • Martínez López, Francisco J., 1975-
  • Esteban Millat, Irene
Identifying relevant attributes or variables is the first objective of conjoint analysis in market research. As a result of technological development, today it is common for researchers to use sequential experimental methods for adjusting design factors in successive phases. In particular, in the field of consumer behaviour these models are used predominantly for assessing subjective perceptions relating to the attributes of different products with high sensorial components (e.g. food, drinks and personal care products) ...