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Goal- respondent is asked to "engineer" or "build" the product/service that:
  • Best meets his/her needs.
  • Is consistent with his/her budget.
  • Is technologically feasible.
Process- respondent builds the product/service by evaluating alternative levels of several product features:
  • Features selected for inclusion may be based on the results of focus group studies.
  • Typically 5 to 20 features would be included, with 3 to 6 levels per feature.