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.
|Title of host publication||Proceedings of 3rd Design and Decision Support Systems in Architecture and Urban Planning Conference, Spa (B)|
|Publication status||Published - 1996|
|Event||conference; Design and Decision Support Systems in Architecture and Urban Planning; 1996-08-18; 1996-08-21 - |
Duration: 18 Aug 1996 → 21 Aug 1996
|Conference||conference; Design and Decision Support Systems in Architecture and Urban Planning; 1996-08-18; 1996-08-21|
|Period||18/08/96 → 21/08/96|
|Other||Design and Decision Support Systems in Architecture and Urban Planning|