Valikuküsitlused

Valikuküsitlused, also known as choice experiments or conjoint analysis, are a statistical method used to determine how people value different attributes of a product or service. This technique is widely employed in marketing, economics, and environmental policy to understand consumer preferences and predict market behavior. The core principle of a valikuküsitlus is to present respondents with a series of hypothetical choices between different product or service profiles. Each profile is described by a set of attributes, such as price, brand, features, or quality. By analyzing the choices respondents make, researchers can infer the relative importance or utility they attach to each attribute.

The process typically involves defining the attributes and their levels, creating a set of choice scenarios (often using experimental design principles to ensure efficiency), and then administering these scenarios to a representative sample of the target population. Respondents are asked to make a series of trade-offs, indicating which option they would prefer in each scenario. The data collected is then analyzed using statistical models, most commonly regression analysis or discrete choice models like the logit model, to estimate the utility associated with each attribute level. These utility values can then be used to predict market share for new products, assess the willingness to pay for specific attributes, and optimize product design. Valikuküsitlused are valuable for their ability to uncover latent preferences and provide quantitative insights into complex decision-making processes.