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Internal Validity of Conjoint Analysis Under Alternative Measurement Procedures

Author

Listed:
  • 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)

  • René Y. Darmon

    (ESSEC Business School)

Abstract

This simulation study investigates how conjoint analysis recovers various types of respondents' utility functions for specific attributes when the dependent variable is measured with rank order and n-point rating scales. The results show that: (1) the selected scaling procedure significantly affects various aspects of the utility function recoveries; and (2) the scaling procedure differentially affects the internal validity of conjoint analysis depending upon the chosen conjoint design and some basic characteristics of the underlying "true" utility functions. Implications for marketing researchers are discussed.

Suggested Citation

  • Dominique Rouzies & René Y. Darmon, 1999. "Internal Validity of Conjoint Analysis Under Alternative Measurement Procedures," Post-Print hal-00537590, HAL.
    • Handle: RePEc:hal:journl:hal-00537590
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    Citations

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    Cited by:

    1. Mishra, Sanjay & Umesh, U. N., 2005. "Determining the quality of conjoint analysis results using violation of a priori signs," Journal of Business Research, Elsevier, vol. 58(3), pages 301-311, March.
    2. Ronny Baierl, 2018. "Understanding Entrepreneurial Team Decisions: Measuring Team Members’ Influences With The Metricized Limit Conjoint Analysis," SAGE Open, , vol. 8(2), pages 21582440187, May.
    3. Park, Chan Su, 2004. "The robustness of hierarchical Bayes conjoint analysis under alternative measurement scales," Journal of Business Research, Elsevier, vol. 57(10), pages 1092-1097, October.

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