Comparison of Rating-Based and Choice-Based Conjoint Analysis Models. A case study based on Preferences for Iced Coffee in Norway

The authors compare two conjoint analysis approaches eliciting consumer preferences among different product profiles of iced coffees in Norway: Rating-based and Choice-based conjoint experiments. In the conjoint experiments, one group of participants (n = 101) performed a rating task of twelve iced coffees whereas the other group (n = 102) performed a choice task of the same iced coffees. All stimuli were presented in the form of mock-up pictures varying in coffee type, production origin, calorie content and price following an orthogonal design. Rating data were analysed by Mixed Model ANOVA while choice data were analysed by Mixed Logit Model. The different approaches are compared in terms of data analysis methodologies, outcomes, practical issues, user-friendliness, interpretation and estimation power of the two approaches for the experimenter as well as for the respondents.