Measuring Consumer Preferences Using Conjoint Poker

Olivier Toubia (), Martijn G. de Jong (), Daniel Stieger () and Johann Füller ()
Additional contact information
Olivier Toubia: Columbia Business School, New York, New York 10027
Martijn G. de Jong: Erasmus School of Economics, Erasmus University, 3000 DR Rotterdam, The Netherlands
Daniel Stieger: Department of Strategic Management, Marketing and Tourism, University of Innsbruck, A-6020 Innsbruck, Austria
Johann Füller: Department of Strategic Management, Marketing and Tourism, University of Innsbruck, A-6020 Innsbruck, Austria

Marketing Science, 2012, vol. 31, issue 1, 138-156

Abstract: We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC.

Keywords: conjoint analysis; product; measurement and inference; experimental economics (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:31:y:2012:i:1:p:138-156

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