This research was sponsored by the AIF and conducted by TRiG to provide developers, HOAs and resale organizations with new insights to stimulate interest among new prospects — that is, consumers who do not currently own any interest in vacation ownership.
Interviews were conducted online with 600 respondents between January 27 and February 9, 2011 with a median length of 23 minutes. Within the survey, respondents participated in two different choice tasks:
-a conjoint task, in which respondents were exposed to different types of vacation
ownership products and asked to identify which product, if any, they would be interested in obtaining additional information
-a max-diff task, in which respondents identify the relative importance of specific
benefits under study.
