Comparison of different clustering methods for investigating individual differences using choice experiments
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Comparison of different clustering methods for investigating individual differences using choice experiments. / Asioli, D.; Berget, I.; Næs, T.
I: Food Research International, Bind 111, 2018, s. 371-378.Publikation: Bidrag til tidsskrift › Tidsskriftartikel › Forskning › fagfællebedømt
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TY - JOUR
T1 - Comparison of different clustering methods for investigating individual differences using choice experiments
AU - Asioli, D.
AU - Berget, I.
AU - Næs, T.
PY - 2018
Y1 - 2018
N2 - Different strategies for investigating individual differences among consumers using choice experiments are compared. The paper is based on a consumer study of iced coffee in Norway. Consumers (n = 102) performed a choice task of twenty different iced coffee profiles varying in coffee type, production origin, calorie content and price following an orthogonal design. Consumer factors, such as socio-demographics, attitudes and habits, were also collected. Choice data will be analysed using two different clustering strategies. Strategy one is the most classical approach called Latent Class Logit (LCL) model, while Strategy two uses Mixed Logit (ML) model combined with Principal Component Analysis (PCA) for visual segmentation or with automatic clustering detection using Fuzzy C Means clustering (FCM). The clusters obtained can be interpreted using external consumer factors by using the Partial Least Square – Discrimination Analysis (PLS-DA) model. The different approaches are compared in terms of data analysis methodologies, modelling, outcomes, interpretation, flexibility, practical issues and user friendliness.
AB - Different strategies for investigating individual differences among consumers using choice experiments are compared. The paper is based on a consumer study of iced coffee in Norway. Consumers (n = 102) performed a choice task of twenty different iced coffee profiles varying in coffee type, production origin, calorie content and price following an orthogonal design. Consumer factors, such as socio-demographics, attitudes and habits, were also collected. Choice data will be analysed using two different clustering strategies. Strategy one is the most classical approach called Latent Class Logit (LCL) model, while Strategy two uses Mixed Logit (ML) model combined with Principal Component Analysis (PCA) for visual segmentation or with automatic clustering detection using Fuzzy C Means clustering (FCM). The clusters obtained can be interpreted using external consumer factors by using the Partial Least Square – Discrimination Analysis (PLS-DA) model. The different approaches are compared in terms of data analysis methodologies, modelling, outcomes, interpretation, flexibility, practical issues and user friendliness.
KW - Choice experiment
KW - Clustering methods
KW - Consumers
KW - Iced coffee
KW - Method comparison
KW - Norway
U2 - 10.1016/j.foodres.2018.05.029
DO - 10.1016/j.foodres.2018.05.029
M3 - Journal article
C2 - 30007698
AN - SCOPUS:85047473522
VL - 111
SP - 371
EP - 378
JO - Food Research International
JF - Food Research International
SN - 0963-9969
ER -
ID: 220847857