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Using Trade-Off Analysis To Measure Consumer Choices: the Full Profile Method

University of Guelph

Sophie Ding

Hospitality Valuation Services

Ursula Geschke

Guest Quarters Hotel

Conjoint measurement, ortrade-offanalysis, has received very limited literature attention in the hospitality industry. As a statistical marketing research tool, however, its strong predictive power of consumer choice among multiattribute product alternatives can be extremely useful in the development of products, among other things. The consumer's choice of a hospitality product frequently involves trade-offs among multiattribute product alternatives, and a majority of the product attributes, such as location, brand name, image, ambience, and amenities, maybe non-metric in form, thus limiting the use of other multivariate techniques requiring continuous variables with normal distributions. Marriott Corporation used conjoint analysis in the design of Courtyard by Marriott (Wind, Green, Shifflet & Scarbrough, 1989), and later in the design of Fairfield Inns. Muhlbacher and Botschen (1988) demonstrated the use of conjoint in selecting holiday tra vel packages, while Renaghan and Kay (1987) used it to measure meeting planners' tradeoffs. In this article, we expand its application to measuring consumerchoice of hotel weekend packages. Key Words: Trade-off analysis, conjoint method, full profile, consumer preference.

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