Rapid, inexpensive, actionable concept generation and optimization: the use and promise of self‐authoring conjoint analysis for the food service industry
HOWARD R. MOSKOWITZ, Alex Gofman, Barbara Itty, Rachel R. Katz, Mahdu Manchaiah, Zhenyu Ma · Food Service Technology · 2001
Abstract This paper presents the background thinking, needs identification, technology, and user issues that have led to the creation of a self‐authoring system for conjoint measurement appropriate to the food service industry. Self‐authoring systems allow the user to create the study, deploy it on the Internet, and collect the data, without the help of a professional researcher or programming expert. The technology uses conjoint measurement, and is embodied in an Internet ASP system (application service provider) called IdeaMap®.Net. The technology empowers the user to do conjoint analysis studies rapidly and cost‐effectively, and to solicit new ideas from the same respondents who participate. This paper demonstrates IdeaMap®.Net for food service issues, but the applications transcend particular issues and problems, finding applicability in a broad range of topics.