WALECZEK ZOTYKOVÁ, Lucie and Zuzana NENIČKOVÁ. Comparison of the Scoring Method and the Conjoint Analysis in Preference Evaluation. Online. In Roman Šperka, Petr Suchánek, Jarmila Duháček Šebestová, Radim Dolák, Tomáš Barčák, Radka Bauerová, Šárka Čemerková, Michal Halaška, Radmila Krkošková, Kateřina Matušínská, Jiří Mazurek, Žaneta Rylková, Šárka Zapletalová. Decision Making for Small and Medium-Sized Enterprises Conference Proceedings. Karviná: Silesian University in Opava School of Business Administration in Karviná, 2023, p. 245-254. ISBN 978-80-7510-554-7.
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Basic information
Original name Comparison of the Scoring Method and the Conjoint Analysis in Preference Evaluation
Authors WALECZEK ZOTYKOVÁ, Lucie (203 Czech Republic, belonging to the institution) and Zuzana NENIČKOVÁ (203 Czech Republic, guarantor, belonging to the institution).
Edition Karviná, Decision Making for Small and Medium-Sized Enterprises Conference Proceedings, p. 245-254, 10 pp. 2023.
Publisher Silesian University in Opava School of Business Administration in Karviná
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
WWW URL
RIV identification code RIV/47813059:19520/23:A0000400
Organization unit School of Business Administration in Karvina
ISBN 978-80-7510-554-7
Keywords in English Conjoint analysis; evaluation; preference; restaurant choice
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 1/4/2024 16:59.
Abstract
This article deals with the preferences of young customers for restaurant choice. Its purpose is to support the decision-making process of managers in restaurants in Karvina near the Silesian University in Opava, School of Business Administration in Karvina. The opinion of the young generation can be a significant hint for the future development of customer behaviour. Research was carried out in the winter semester of 2022. First-year semester students were asked. Their preferences for the choice of restaurant for lunch were investigated. The evaluation was performed by two methods. Particular criteria were evaluated using the method of scoring. This method seems to be direct, simple, and conscious. Furthermore, the students evaluated 27 defined combinations composed of 4 factors (restaurant, dish, price, experience). This was solved by conjoint analysis, which is more intuitive and unconscious. The aim of this paper is to compare the ranking of criteria using two of the above-mentioned methods.
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