When the Real World Problem is Extremely Complex, How do We Overcome Excessive Cognitive Load When Mirroring Intensive and Intricate Conditions in Research?

Fine, B; Bray, D; Wang, PZ; Menictas, C

When the Real World Problem is Extremely Complex, How do We Overcome Excessive Cognitive Load When Mirroring Intensive and Intricate Conditions in Research?

Fine, B Bray, D Wang, PZ Menictas, C

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Publisher:: AMSRS
Publication Type:: Conference Proceeding
Citation:: 100 Stories: AMSRS Conference Proceedings CD 2009, 2009, pp. 1 - 30
Issue Date:: 2009-01

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Field	Value	Language
dc.contributor.author	Fine, B	en_US
dc.contributor.author	Bray, D	en_US
dc.contributor.author	Wang, PZ	en_US
dc.contributor.author	Menictas, C	en_US
dc.contributor.editor	NA	en_US
dc.date	2009-09-30	en_US
dc.date.issued	2009-01	en_US
dc.identifier.citation	100 Stories: AMSRS Conference Proceedings CD 2009, 2009, pp. 1 - 30	en_US
dc.identifier.uri	http://hdl.handle.net/10453/12717
dc.description.abstract	This paper presents a case study of new product development (NPD) for a private health insurance (PHI) provider in Australia. The information respondents need to process when considering PHI in Australia is extremely complex and intricate to say the least. The client needed to test multiple product options, thereby calling for a discrete choice experiment to elicit preferences so that we could model the utility of each product component, where we would later combine each component to simulate a new product, via a decision support system (DSS).	en_US
dc.publisher	AMSRS	en_US
dc.relation.ispartof	100 Stories: AMSRS Conference Proceedings CD 2009	en_US
dc.relation.ispartof	AMSRS National Conference	en_US
dc.title	When the Real World Problem is Extremely Complex, How do We Overcome Excessive Cognitive Load When Mirroring Intensive and Intricate Conditions in Research?	en_US
dc.type	Conference Proceeding
utslib.location	Australia	en_US
utslib.location.activity	Sydney, Australia	en_US
utslib.for	1505 Marketing	en_US
dc.location.activity	Sydney, Australia	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Australia	en_US
pubs.start-date	2009-09-30	en_US

Abstract:

This paper presents a case study of new product development (NPD) for a private health insurance (PHI) provider in Australia. The information respondents need to process when considering PHI in Australia is extremely complex and intricate to say the least. The client needed to test multiple product options, thereby calling for a discrete choice experiment to elicit preferences so that we could model the utility of each product component, where we would later combine each component to simulate a new product, via a decision support system (DSS).

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/12717