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Estimation methods for choice-based conjoint analysis of consumer preferences

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  • Halme, Merja
  • Kallio, Markku

Abstract

Conjoint analysis, a preference measurement method typical in marketing research, has gradually expanded to other disciplines. Choice-based conjoint analysis (CBC) is currently the most popular type. Very few alternative estimation approaches have been suggested since the introduction of the Hierarchical Bayes (HB) method for estimating CBC utility functions. Studies that compare the performance of more than one of the proposed approaches and the HB are almost non- existing. We compare the performance of four published optimization-based procedures and additionally we introduce a new one called CP. The CP is an estimation approach based on convex penalty minimization. In comparison with HB as the benchmark we use eight field data sets. We base the performance comparisons on holdout validation, i.e. predictive performance. Among the optimization based procedures CP performs best. We run simulations to compare the extent to which CP and HB can recover the true utilities. With the field data on the average, the CP and HB results are equally good. However, depending on the problem characteristics, one may perform better than the other. In terms of average performance, the other four methods were inferior to CP and HB.

Suggested Citation

  • Halme, Merja & Kallio, Markku, 2011. "Estimation methods for choice-based conjoint analysis of consumer preferences," European Journal of Operational Research, Elsevier, vol. 214(1), pages 160-167, October.
    • Handle: RePEc:eee:ejores:v:214:y:2011:i:1:p:160-167
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    5. Meixner, Oliver & Haas, Rainer, 2017. "The Difficulties in Measuring Individual Utilities of Product Attributes: A Choice Based Experiment," 2018 International European Forum (163rd EAAE Seminar), February 5-9, 2018, Innsbruck-Igls, Austria 276887, International European Forum on System Dynamics and Innovation in Food Networks.
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    7. Meixner, Oliver & Haas, Rainer, 2017. "The Difficulties in Measuring Individual Utilities of Product Attributes: A Choice Based Experiment," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 2017(1), June.
    8. Lee, Ungki & Kang, Namwoo & Lee, Ikjin, 2020. "Choice data generation using usage scenarios and discounted cash flow analysis," Journal of choice modelling, Elsevier, vol. 37(C).
    9. Gensler, Sonja & Hinz, Oliver & Skiera, Bernd & Theysohn, Sven, 2012. "Willingness-to-pay estimation with choice-based conjoint analysis: Addressing extreme response behavior with individually adapted designs," European Journal of Operational Research, Elsevier, vol. 219(2), pages 368-378.
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    11. Díaz, Verónica & Montoya, Ricardo & Maldonado, Sebastián, 2023. "Preference estimation under bounded rationality: Identification of attribute non-attendance in stated-choice data using a support vector machines approach," European Journal of Operational Research, Elsevier, vol. 304(2), pages 797-812.
    12. Franke, Melanie & Nadler, Claudia, 2019. "Energy efficiency in the German residential housing market: Its influence on tenants and owners," Energy Policy, Elsevier, vol. 128(C), pages 879-890.
    13. Hein, Maren & Goeken, Nils & Kurz, Peter & Steiner, Winfried J., 2022. "Using Hierarchical Bayes draws for improving shares of choice predictions in conjoint simulations: A study based on conjoint choice data," European Journal of Operational Research, Elsevier, vol. 297(2), pages 630-651.
    14. Schlereth, Christian & Skiera, Bernd & Schulz, Fabian, 2018. "Why do consumers prefer static instead of dynamic pricing plans? An empirical study for a better understanding of the low preferences for time-variant pricing plans," European Journal of Operational Research, Elsevier, vol. 269(3), pages 1165-1179.
    15. Halme, Merja & Kallio, Markku, 2014. "Likelihood estimation of consumer preferences in choice-based conjoint analysis," European Journal of Operational Research, Elsevier, vol. 239(2), pages 556-564.

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