Conjoint Analysis Reliability: Empirical Findings

David Reibstein, John E. G. Bateson and William Boulding
Additional contact information
David Reibstein: University of Pennsylvania
John E. G. Bateson: London Business School
William Boulding: Duke University

Marketing Science, 1988, vol. 7, issue 3, 271-286

Abstract: This paper looks at the comparative reliability of different methodological variants of the conjoint analysis procedure. It differs from previous studies in that it looks at three methods of data collection (Full Profile, Trade-off Matrices, and Paired Comparison) and two levels of a key attribute (price) across five different product categories. In addition it tests these manipulations using two different reliability assessment procedures. The results show that most manipulations have a significant effect on the reliability scores and many interaction terms are significant.

Keywords: conjoint analysis; data collection; product categories; reliability assessment (search for similar items in EconPapers)
Date: 1988
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:7:y:1988:i:3:p:271-286

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