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

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Conference Proceeding
100 Stories: AMSRS Conference Proceedings CD 2009, 2009, pp. 1 - 30
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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).
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