- SUMM can handle three or four times as many attributes as Conjoint because of its unique measurement scale.
- SUMM incorporates each respondent's subjective beliefs about vendors in each choice simulation, while Conjoint requires each product to be defined objectively.
- SUMM flows from a straightforward theory of how people make choices, so it is easier to understand how the numbers are generated.
You can find more about SUMM on Eric Marder Associates.
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