Data Set Used
In this paper, we investigate the visual attention of consumers with the help of mobile eye-tracking technology. We explore attentional differences between goal-directed search and exploratory search used when consumers are purchasing a product at the point-of-sale. The aim of this study is to classify these two search processes based solely on the… (More)
Conjoint Analysis (CA) is a very popular class of methods for measuring consumer preferences, both in research and practice. However, since a couple of years, the Analytic Hierarchy Process (AHP) is being discussed in this field as well. Several empirical studies have shown the general potential of AHP, particularly in complex product evaluation tasks… (More)
General: Development of theory-driven (i.e., structural) methodologies to learn about consumer and firm behavior from limited, incomplete or aggregate information with applications to marketing, economics and operations management problems.