Commonly applied method

Suggested combined approach

Data base

Consumers only

Merge consumers’ assessments with judgments of experts

Data collection technique

Questionnaire

Vignette technique

Measurement model

(Explorative) factor analysis

Judgments of experts and AHP

Causal model

Complex structural equation modelling

Holistic “all-in-one” causal model

Estimates

Correlation coefficients

Regressionand elasticity coefficients