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Measuring Consumer Preferences Using Conjoint Poker

Author

Listed:
  • Olivier Toubia

    (Columbia Business School, New York, New York 10027)

  • Martijn G. de Jong

    (Erasmus School of Economics, Erasmus University, 3000 DR Rotterdam, The Netherlands)

  • Daniel Stieger

    (Department of Strategic Management, Marketing and Tourism, University of Innsbruck, A-6020 Innsbruck, Austria)

  • Johann Füller

    (Department of Strategic Management, Marketing and Tourism, University of Innsbruck, A-6020 Innsbruck, Austria)

Abstract

We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC.

Suggested Citation

  • Olivier Toubia & Martijn G. de Jong & Daniel Stieger & Johann Füller, 2012. "Measuring Consumer Preferences Using Conjoint Poker," Marketing Science, INFORMS, vol. 31(1), pages 138-156, January.
    • Handle: RePEc:inm:ormksc:v:31:y:2012:i:1:p:138-156
    DOI: 10.1287/mksc.1110.0672
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    References listed on IDEAS

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    Cited by:

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    2. repec:cup:judgdm:v:8:y:2013:i:6:p:700-716 is not listed on IDEAS
    3. Yegoryan, Narine & Guhl, Daniel & Klapper, Daniel, 2020. "Inferring attribute non-attendance using eye tracking in choice-based conjoint analysis," Journal of Business Research, Elsevier, vol. 111(C), pages 290-304.
    4. Zuschke, Nick, 2020. "The impact of task complexity and task motivation on in-store marketing effectiveness: An eye tracking analysis," Journal of Business Research, Elsevier, vol. 116(C), pages 337-350.
    5. Yegoryan, Narine & Guhl, Daniel & Klapper, Daniel, 2018. "Inferring Attribute Non-Attendance Using Eye Tracking in Choice-Based Conjoint Analysis," Rationality and Competition Discussion Paper Series 111, CRC TRR 190 Rationality and Competition.
    6. James Agarwal & Wayne DeSarbo & Naresh K. Malhotra & Vithala Rao, 2015. "An Interdisciplinary Review of Research in Conjoint Analysis: Recent Developments and Directions for Future Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 19-40, March.
    7. Menon, R.G. Vishnu & Sigurdsson, Valdimar & Larsen, Nils Magne & Fagerstrøm, Asle & Foxall, Gordon R., 2016. "Consumer attention to price in social commerce: Eye tracking patterns in retail clothing," Journal of Business Research, Elsevier, vol. 69(11), pages 5008-5013.
    8. 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.
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