Search for: [Abstrakt = "Conjoint measurement and analysis have a common underlying psychometric and statistical assumption concerning axioms of additivity and two\-way frame of reference in preference measurement. However, whereas the former concept is widely used in the fundamental measurement of subject × object dominance structures as in IRT and Rasch measurement models, the latter is utilized in a broad family of object × object dominance structures in both compositional \(i.e. Thurstone case III and V\) as well as decompositional \(classical conjoint experiments and BTL\/alpha simulation\) preference measurement models. These two traditions are rarely combined in one measurement model and research design that integrates subject × object × object measurement \[Neubauer 2003\]. The aim of the paper is to adopt and compare three types of preference measurement models in the area of banking products in Poland\: 1. paired\-comparisons and rating scale conjoint experiment, 2. IRT\-based conjoint \(Rasch and Birnbaum politomous models\), 3. compositional Thurstone III\/V models \[Bockenholt 2006\]. Part\-worth utilities are used for product optimization and comparison across the estimated models"]

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