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Note—Conjoint Reliability Measures

Author

Listed:
  • Dick R. Wittink

    (Cornell University)

  • David J. Reibstein

    (University of Pennsylvania)

  • William Boulding

    (Duke University)

  • John E. G. Bateson

    (London Business School)

  • John W. Walsh

    (Cornell University)

Abstract

Researchers have used a variety of measures for the assessment of conjoint analysis reliability. In this note we critically evaluate two different measures and identify potential shortcomings for each one. We identify the context for which a given measure is suitable, and recommend the use of multiple measures for other cases.

Suggested Citation

  • Dick R. Wittink & David J. Reibstein & William Boulding & John E. G. Bateson & John W. Walsh, 1989. "Note—Conjoint Reliability Measures," Marketing Science, INFORMS, vol. 8(4), pages 371-374.
    • Handle: RePEc:inm:ormksc:v:8:y:1989:i:4:p:371-374
    DOI: 10.1287/mksc.8.4.371
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    Cited by:

    1. Alvarez-Farizo, Begona & Hanley, Nick, 2002. "Using conjoint analysis to quantify public preferences over the environmental impacts of wind farms. An example from Spain," Energy Policy, Elsevier, vol. 30(2), pages 107-116, January.

    More about this item

    Keywords

    conjoint analysis; reliability;

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