Full Profile rating

• Consumers are shown hypothetical products,

called profiles, that are described by all of the
features that are being varied.
• Consumers are asked to rate the profile on either
preference or their intentions to purchase the
profile.
• Ratings tasks are called “metric” tasks because
the consumer’s rating a continuous variable.
• Two common methods include hierarchical Bayes
estimation and polyhedral methods.

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Marketing Research – Dr. Shirin Aslani – GSME, Sharif University of Technology, Spring 2018
Full Profile ranking

• The full-profile ranking task is related. However,

instead of rating the profiles, consumers simply
rank order the profiles.
• In the following example they would rank the
GPSs from 1 to 16 where 1 indicates their most-
preferred GPS and 16 their least-preferred GPS.

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Marketing Research – Dr. Shirin Aslani – GSME, Sharif University of Technology, Spring 2018
Sample of professional Stimulies

• GPS with 16 attributes

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Marketing Research – Dr. Shirin Aslani – GSME, Sharif University of Technology, Spring 2018
Full Profile ranking

• With the advent of web-based interviewing, the

rankings task has become more popular.
• In web-based surveys consumers are shown a
full set of products. They first choose their most
preferred and it disappears from the screen. They
then choose their next most preferred continuing
until all profiles are ranked.
• Next example provides an example of a web-
based ranking task from an MIT study on
Smartphones.

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Marketing Research – Dr. Shirin Aslani – GSME, Sharif University of Technology, Spring 2018
Sample of professional Stimulies

• Smartphone- Ranking

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Marketing Research – Dr. Shirin Aslani – GSME, Sharif University of Technology, Spring 2018