Internal Validity Assessment of Conjoint Estimated Attribute Importance Weights

Dominique Rouzies () and Renée Darmon ()
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Dominique Rouzies: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Abstract: This paper investigates how various conjoint designs (full versus fractional) and estimation procedures (LINMAP, MONANOVA, OLS) may interact with basic characteristics of the "true" utility functions (i.e., their range, shape, and curvature) when estimating attribute importance weights. Substantial weight distortions are found, especially under a fractional design.

Keywords: fractional design; conjoint designs; estimation procedures functions; attribute importance weights; weight distortions; fractional design. (search for similar items in EconPapers)
Date: 1991
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Published in Journal of the Academy of Marketing Science, 1991, Vol. 19, No.4, pp. 315-322. ⟨10.1007/BF02726506⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00537856

DOI: 10.1007/BF02726506

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