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Conjoint Analysis Reliability: Empirical Findings

Author

Listed:
  • David Reibstein

    (University of Pennsylvania)

  • John E. G. Bateson

    (London Business School)

  • William Boulding

    (Duke University)

Abstract

This paper looks at the comparative reliability of different methodological variants of the conjoint analysis procedure. It differs from previous studies in that it looks at three methods of data collection (Full Profile, Trade-off Matrices, and Paired Comparison) and two levels of a key attribute (price) across five different product categories. In addition it tests these manipulations using two different reliability assessment procedures. The results show that most manipulations have a significant effect on the reliability scores and many interaction terms are significant.

Suggested Citation

  • David Reibstein & John E. G. Bateson & William Boulding, 1988. "Conjoint Analysis Reliability: Empirical Findings," Marketing Science, INFORMS, vol. 7(3), pages 271-286.
    • Handle: RePEc:inm:ormksc:v:7:y:1988:i:3:p:271-286
    DOI: 10.1287/mksc.7.3.271
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    Citations

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    Cited by:

    1. Warnick, Benjamin J. & Murnieks, Charles Y. & McMullen, Jeffery S. & Brooks, Wade T., 2018. "Passion for entrepreneurship or passion for the product? A conjoint analysis of angel and VC decision-making," Journal of Business Venturing, Elsevier, vol. 33(3), pages 315-332.
    2. Suk, Kwanho & Yoon, Song-Oh, 2012. "The moderating role of decision task goals in attribute weight convergence," Organizational Behavior and Human Decision Processes, Elsevier, vol. 118(1), pages 37-45.
    3. de Bont, Cees J. P. M. & Schoormans, Jan P. L., 1995. "The effects of product expertise on consumer evaluations of new-product concepts," Journal of Economic Psychology, Elsevier, vol. 16(4), pages 599-615, December.
    4. Olivier Toubia & Duncan I. Simester & John R. Hauser & Ely Dahan, 2003. "Fast Polyhedral Adaptive Conjoint Estimation," Marketing Science, INFORMS, vol. 22(3), pages 273-303.
    5. Petrit Ademi & Monika C. Schuhmacher & Andrew L. Zacharakis, 2023. "Evaluating Affordance-Based Opportunities: A Conjoint Experiment of Corporate Venture Capital Managers’ Decision-Making," Entrepreneurship Theory and Practice, , vol. 47(6), pages 2293-2322, November.
    6. Teichert, Thorsten Andreas, 1997. "Schätzgenauigkeit von Conjoint-Analysen," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 444, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    7. Darmon, Rene Y. & Rouzies, Dominique, 1999. "Internal Validity of Conjoint Analysis Under Alternative Measurement Procedures," Journal of Business Research, Elsevier, vol. 46(1), pages 67-81, September.
    8. Montgomery, David B. & Ramus, Catherine, 2007. "Including Corporate Social Responsibility, Environmental Sustainaibility, and Ethics in Calibrating MBA Job Preferences," Research Papers 1981, Stanford University, Graduate School of Business.
    9. Stefanie Weniger & Svenja Jarchow, 2023. "Between benefit and risk: how entrepreneurs evaluate corporate investors," Journal of Business Economics, Springer, vol. 93(5), pages 783-816, July.
    10. Fredrik Carlsson & Peter Frykblom & Carl Lagerkvist, 2007. "Preferences with and without prices - does the price attribute affect behavior in stated preference surveys?," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 38(2), pages 155-164, October.
    11. Stirling Bryan & David Parry, 2002. "Structural reliability of conjoint measurement in health care: an empirical investigation," Applied Economics, Taylor & Francis Journals, vol. 34(5), pages 561-567.
    12. Michele Manconi & Salvatore Bellomo & Anna Nosella & Lara Agostini, 2022. "Attributes of Business Incubators: A Conjoint Analysis of Venture Capitalist’s Decision Making," JRFM, MDPI, vol. 15(5), pages 1-16, May.
    13. Monica Mihaela Maer Matei & Ana-Maria Zamfir & Cristina Mocanu, 2023. "Criteria Weights in Hiring Decisions—A Conjoint Approach," Mathematics, MDPI, vol. 11(3), pages 1-18, February.

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