Modeling consumer choices of health plans: a comparison of two techniques.

@article{Rosko1983ModelingCC,
  title={Modeling consumer choices of health plans: a comparison of two techniques.},
  author={Michael D. Rosko and W Mckenna},
  journal={Social science & medicine},
  year={1983},
  volume={17 7},
  pages={421-9}
}
This paper has two objectives. First, we will describe how conjoint measurement, a multivariate marketing research technique, can be applied in health care marketing. Second, we will compare the validity of results from two conjoint measurement techniques--the full profile approach and the tradeoff approach. A convenience sample of 97 university students… CONTINUE READING