Zastosowanie metody conjoint w analizie preferencji klientów biur podróży
The Conjoint Method Application in Analyzing Preferences of Tour Operator Clients

Summary/Abstract: The conjoint method is often used in marketing research to classify, analyze and measure customer preferences for products. Thanks to its application, it is possible to obtain information on the most preferred combinations of product characteristics from the point of view of the buyer without asking directly about the importance of particular attributes, but rather by evaluating complete marketing offers. The aim of this article is to present the conjoint method and to discuss its potential for analyzing preferences of tour operator clients. It contains a detailed description of the research procedure that can be employed to identify preferences of travel agents’ clients for package tours. Outcomes of a pilot study are reported to illustrate a practical application of the proposed method. Translated by Elżbieta Wąsowic

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