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The confounding of effects in rank-based conjoint-analysis

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  • Teichert, Thorsten Andreas

Abstract

Basic confounding patterns for full-profile conjoint analyses based upon ranking are examined. It is shown that commonly used orthogonal main-effect designs can lead to biased part-worth estimates, especially to an underestimation of less important variables. An alternative design procedure is developed to overcome this flaw. The model is tested by means of simulation analyses and is applied to a marketing research study. Some guidelines for applications are provided.

Suggested Citation

  • Teichert, Thorsten Andreas, 1996. "The confounding of effects in rank-based conjoint-analysis," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 409, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    • Handle: RePEc:zbw:cauman:409
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    1. Currim, Imran S & Weinberg, Charles B & Wittink, Dick R, 1981. "Design of Subscription Programs for a Performing Arts Series," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(1), pages 67-75, June.
    2. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
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    1. Teichert, Thorsten Andreas, 1997. "A model of ranked conjoint-data and implications for evaluation," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 461, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.

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