Note—Conjoint Reliability Measures

Dick R. Wittink, David J. Reibstein, William Boulding, John E. G. Bateson and John W. Walsh
Additional contact information
Dick R. Wittink: Cornell University
David J. Reibstein: University of Pennsylvania
William Boulding: Duke University
John E. G. Bateson: London Business School
John W. Walsh: Cornell University

Marketing Science, 1989, vol. 8, issue 4, 371-374

Abstract: Researchers have used a variety of measures for the assessment of conjoint analysis reliability. In this note we critically evaluate two different measures and identify potential shortcomings for each one. We identify the context for which a given measure is suitable, and recommend the use of multiple measures for other cases.

Keywords: conjoint analysis; reliability (search for similar items in EconPapers)
Date: 1989
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:8:y:1989:i:4:p:371-374

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