Techniques for Eliciting People's Attribute Importance Weights (THE SAAD TRUTH_303)

4,414 views · Published 8 December 2016 · 15:48 · Indexed 12 November 2026

Channel: Gad Saad · 2016 · News & Politics

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When choosing between a set of competing alternatives (e.g., cars), each of which is defined by many attributes (e.g., gas efficiency, power of engine, price, interior aesthetics), individuals will inherently assign importance weights to each attribute.  How could one obtain these weights? I describe four techniques: 1) non-constant sum; 2) constant sum; 30 Q-Sort; and 4) conjoint analysis.

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