This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):
Josef Schmid, Management Center Innsbruck (Austria)
Josef Schmid is MCI alumnus, devoted to undertake research in the field of service design and tourism. He supported MCI as a scientific assistant in the international research project “Service Design in Tourism”. Josef is the author of an award-winning master thesis and co-authored research papers on service design topics.
How to underpin the service design process with quantitative data: Applying the adaptive conjoint analysis as a reflective method in a service design project of a tourism SME
Service Design practices are generally based on qualitative data and research methods. The objective of the presentation is to exemplify how the adaptive conjoint analysis can be integrated in a Service Design process to also gain quantitative data. This approach allows a broader perspective and helps to make well-grounded decisions. After the introduction of a selection of common service design methods, the focus will be on the procedure of an adaptive conjoint analysis. The audience will hear about the single steps of an adaptive conjoint analysis and possible pitfalls. Using the example of a service provider in the field of tourism will make the Pecha Kucha presentation practice-oriented.