Alternate methods of conjoint analysis for estimating housing preference functions: Effects of presentation style

Orzechowski, Maciej; Arentze, Theo; Borgers, Awj Aloys; Timmermans, Harry

doi:10.1007/s10901-005-9019-0

Cited by 35 publications

(5 citation statements)

References 12 publications

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“…Experiential conjoint aims to provide participants with an experience more similar to the true product experience by allowing for the interaction with and simulated use of a product. Orzechowski et al [38] performed a study which examined the use of VR when capturing preference for housing layouts. They utilized noninteractive VR representations to provide participants with additional information and found that neither external nor internal validity was significantly affected by the noninteractive VR representations.…”

Section: Visual Conjoint and Decision Making In Engineeringmentioning

confidence: 99%

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Experiential Conjoint Analysis: An Experience-Based Method for Eliciting, Capturing, and Modeling Consumer Preference

Tovares

Boatwright

Cagan

2014

Journal of Mechanical Design

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Traditionally, consumer preference is modeled in terms of preference for the aesthetic and functional features of a product. This paper introduces a new means to model consumer preference that accounts for not only for how a product looks and functions but also how it feels to interact with it. Traditional conjoint-based approaches to preference modeling require a participant to judge preference for a product based upon a static 2D visual representation or a feature list. While the aesthetic forms and functional features of a product are certainly important, the decision to buy or not to buy a product often depends on more, namely, the experience or feel of use. To address the importance of the product experience, we introduce the concept of experiential conjoint analysis, a method to mathematically capture preference for a product through experience-based (experiential) preference judgments. Experiential preference judgments are made based upon the use, or simulated use, of a product. For many products, creating enough physical prototypes to generate a preference model is cost prohibitive. In this work, virtual reality (VR) technologies are used to allow the participant an interactive virtual product experience, provided at little investment. The results of this work show that providing additional interaction-based (interactional) information about a product through a product experience does not affect the predictive ability of the resulting preference models. This work additionally demonstrates that the preference judgments of virtual product representations are more similar to preference judgments of real products than preference judgments of 2D product representations are. When examining similarity of modeled preference, experiential conjoint is found to be superior to visual conjoint with respect to mean absolute error (MAE), but with respect to correlation no significant difference between visual and experiential is found.

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Section: Visual Conjoint and Decision Making In Engineeringmentioning

confidence: 99%

“…Pilot studies demonstrated the generation of accurate preference models without accounting for interaction effects. A similar approach was additionally taken by Osborn et al [2] and Orzechowski et al [38] and has led to accurate main-effects preference models generated without interaction effects.…”

Section: Determining Product Attributes and Parameterizingmentioning

confidence: 99%

Experiential Conjoint Analysis: An Experience-Based Method for Eliciting, Capturing, and Modeling Consumer Preference

Tovares

Boatwright

Cagan

2014

Journal of Mechanical Design

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“…Linked to this, however, when using real-world videos, researchers need to consider unintended and poten tially confounding effects of the environment and the behaviour of other actors. When videos are created in real environments, undesired confounds may occur and may adversely affect respondents' perceptions (Flohr et al 2020;Orzechowski et al 2005). Qualitative data in this study also indicated that aspects beyond the vehi cle itself influenced participants' perceptions.…”

Section: 2mentioning

confidence: 64%

“…Vriens et al (1998) identified the use of graphic visualisations in addition to textual descriptions as a promising method to improve respondents' under standing of the subject of study. Furthermore, visualisa tions have been found to enhance the realism of choice alternatives and thus increase the reliability of measure ments compared to text-only conditions (Orzechowski et al 2005).…”

Section: Comparative Studies On Impacts Of Different Presentation Formsmentioning

confidence: 99%

Making emergent technologies more tangible - Effects of presentation form on user perceptions in the context of automated mobility

Janotta¹

2023

SMR

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One of the main challenges of investigating consumers’ perceptions and acceptance of emergent technologies is that respondents have not had any experience with them. This posits the question of how such technologies can be effectively presented to consumers both in the context of research and in measures to foster acceptance. Using automated driving as a case study, this paper presents results from a comparative study of three presentation forms (vignette, real-world video, computer-generated VR) of a ride in an automated vehicle in an empirical study with 103 participants. Results from quantitative analyses show that both real-world videos and the VR simulation outperform textual descriptions in terms of visualisation capability and user experience. Unexpectedly, the VR simulation does not perform significantly better at creating mental images of automated driving than a vignette. Recommendations are offered regarding the choice of a suitable presentation form in empirical research in relation to study objectives.

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“…The dwelling type attribute was accompanied by a visual aid, as it became clear in the survey design process and during the pilot survey that housing types are not well understood in New Zealand and that verbal descriptions of housing types are not universally interpreted. The inclusion of a visual aid in a choice experiment can add an element of realism to the choice decision and also provide clarification for the respondent which is often not available with remote interview methods (Jansen, Boumeester, Coolen, Goetgeluk, & Molin, 2009;Orzechowski, Arentze, Borgers, & Timmermans, 2005;Vriens, Loosschilder, Rosbergen, & Wittink, 1998). However, inclusion of visual aids can also affect the decision-making process.…”

Section: Survey Designmentioning

confidence: 99%

A Quarter Acre Pavlova Paradise Lost? The Role of Preferences and Planning in Achieving Urban Sustainability in Wellington, New Zealand

Dodge¹

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<p>This thesis investigates the scope for compact development to accommodate population growth in Wellington, New Zealand. The topic is particularly significant for New Zealand as the great majority of the population lives in urban areas, historical development has been dominated by low density urban form, and transport and urban form are two of the main domains in which the country can reduce its carbon emissions. The influence of urban planning and residents’ preferences on achieving sustainable outcomes is investigated. Historical and current planning rules and transport policies in the City are analysed to determine their influence on the provision of compact development. Wellington’s transport policy shows a pattern of path dependency: historical decisions to favour car oriented investment have driven subsequent transport investments and influenced the ease of using different transport modes. Planning policies show a similar pattern of path dependency: planning rules enacted in the 1960s endure in present planning despite being packaged with different justifications and regulatory regime. Current planning rules severely restrict infill development in most existing neighbourhoods, which reduces the availability of housing in accessible medium density neighbourhoods and likely increases the cost of this type of housing. A stated choice survey was conducted of 454 residents of Wellington City to investigate the extent to which there is an unmet demand for compact development and alternatives to car travel. The survey held presentation mode constant across two completion modes (internet and door to door with tablet completion), allowing the impacts of recruitment and completion mode to be examined. Survey recruitment mode appeared to influence both response rates and the representativeness of the survey, while completion mode appeared to have little or no impact on survey responses. Using the stated choice survey results, a latent class model was developed to examine the preferences of residents and the trade-offs they are willing to make when choosing where to live. This type of model allows for the identification of preference groups as a means of understanding the diversity of preferences across the population. The study found that there is an unmet demand for medium density, accessible housing, but that affordability is a barrier for households to choose this type of housing. There was also an unmet demand for walking and cycling, with more residents currently driving than would prefer to use this mode, and more residents preferring to walk and cycle to work than currently use these modes. The ability to use a desired travel mode appears to be related to the neighbourhood in which a person lives, with residents of medium and high density neighbourhoods being more likely to use their preferred travel mode. This study also modelled future development trajectories for Wellington based on demand for housing, neighbourhood and transport attributes. This preference based growth model was contrasted with the City’s plan for development over the next 30 years. Comparing the two scenarios, the planning based trajectory performed better than the demand based scenario in terms of both carbon emissions and achieving compact development.</p>

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Alternate methods of conjoint analysis for estimating housing preference functions: Effects of presentation style

Cited by 35 publications

References 12 publications

Experiential Conjoint Analysis: An Experience-Based Method for Eliciting, Capturing, and Modeling Consumer Preference

Experiential Conjoint Analysis: An Experience-Based Method for Eliciting, Capturing, and Modeling Consumer Preference

Making emergent technologies more tangible - Effects of presentation form on user perceptions in the context of automated mobility

A Quarter Acre Pavlova Paradise Lost? The Role of Preferences and Planning in Achieving Urban Sustainability in Wellington, New Zealand

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