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id ddssar9605
authors Dijkstra, J., Roelen, W.A.H. and Timmermans, H.J.P.
year 1996
title Conjoint measurement in virtual environment: a framework
source Timmermans, Harry (Ed.), Third Design and Decision Support Systems in Architecture and Urban Planning - Part one: Architecture Proceedings (Spa, Belgium), August 18-21, 1996
summary Conjoint analysis (also called stated preference analysis) involves the use of designed hypothetical choice situations to measure individuals' preferences and predict their choice in new situations. Conjoint experiments involve the design and analysis of hypothetical decision tasks. Alternatives are described by their main features, called attributes. Multiple hypothetical alternatives (product profiles) are generated and presented to respondents, who are requested to express their degree of preference for these profiles. Conjoint experiments have become a popular tool to model individual preferences and decision-making in a variety of research areas. Most studies of conjoint analysis have involved a verbal description of product profiles, although some studies have used a pictorial presentation of product profiles. This paper describes a framework for a conjoint analysis system in a virtual environment. Product profiles are generated in a virtual environment and respondents are requested to choose in that virtual environment the product profile they prefer. Advantages of a virtual environment in this area of research include 3D presentation, improved experience and the possibility to include measurable attributes such as time and sound. This framework is a first attempt to explore the possibilities of virtual reality systems in conjoint analysis.
series DDSS
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