A Multi-trait Multi-method Validity Test of Partworth Estimates

Wagner Kamakura and Muammer Ozer
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Wagner Kamakura: University of Iowa
Muammer Ozer: City University of Hong Kong

Chapter 9 in Conjoint Measurement, 2007, pp 145-166 from Springer

Abstract: Abstract Conjoint analysis has already been widely accepted by marketing researchers as a popular instrument for the measurement of consumer preferences. Typical applications of conjoint analysis include new product design based on the relationship between product features and predicted choice behavior, benefit segmentation based on attribute preferences, etc. The popularity of conjoint analysis among marketing researchers hinges on the belief that it produces valid measurements of consumer preferences for the features of a product or service, and that it provides accurate predictions of choice behavior.

Keywords: Conjoint Analysis; Holdout Sample; Conjoint Model; Conjoint Study; Clusterwise Regression (search for similar items in EconPapers)
Date: 2007
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DOI: 10.1007/978-3-540-71404-0_9

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