Conjoint analysis: A new methodological approach for researching the decision policies of venture capitalists

Dean A. Shepherd and Andrew Zacharakis

Venture Capital, 1999, vol. 1, issue 3, 197-217

Abstract: Decision making is central to the ability of venture capitalists to predict those new ventures likely to succeed, yet most studies into their decision making use post-hoc methodologies that may generate biased results. People are poor at introspection and often suffer from recall and post-hoc rationalization biases among others. Therefore, researchers should consider using real-time methods that eliminate many of these biases. One such method is conjoint analysis. The purpose of this paper is to reveal the potential that conjoint analysis has to: (1) improve the validity of prior research into VCs' decision making; and (2) act as a catalyst for adopting conceptual tools from other disciplines that can be tested empirically. Both these functions have the purpose of increasing one's insight into the assessment policies of VCs.

Date: 1999
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DOI: 10.1080/136910699295866

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