IDEAS home Printed from https://ideas.repec.org/p/zbw/cauman/444.html
   My bibliography  Save this paper

Schätzgenauigkeit von Conjoint-Analysen

Author

Listed:
  • Teichert, Thorsten Andreas

Abstract

CJ-Analysen werden in der Marktforschung eingesetzt, um metrische Nutzenfunktionen zu ermitteln. Sofern die Eingabedaten in Form einer Rangordnung vorliegen, ist bei der Auswertung eine Skalentransformation vorzunehmen. Am Beispiel einer Conjoint-Anwendung wird aufgezeigt, daß hieraus deutliche Mängel in der analytisch erreichbaren Schätzgenauigkeit resultieren. Unterschiedliche Vorgehensweisen der Schätzverfahren führen zu voneinander abweichenden Lösungen. Damit treten Schätzintervalle auf, die ein Vielfaches der eigentlichen Parameter-Schätzwerte ausmachen können. Die Schätzintervalle sind in ihrer Lage und Größe unbestimmt und hängen von Erhebungsdesign, Nutzenfunktion und Fehlerterm ab. Gängige Schätzverfahren wie OLS und UNMAP liefern teilweise suboptimale Schätzwerte und können zu einer Überzeichnung individueller Teilnutzen-Schätzungen führen. Eine mögliche Verbesserung der Schätzwerte durch Simulationen wird aufgezeigt.

Suggested Citation

  • 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.
    • Handle: RePEc:zbw:cauman:444
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/149062/1/manuskript_444.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Paul E. Green & Abba M. Krieger, 1995. "Attribute Importance Weights Modification in Assessing a Brand's Competitive Potential," Marketing Science, INFORMS, vol. 14(3), pages 253-270.
    2. David Reibstein & John E. G. Bateson & William Boulding, 1988. "Conjoint Analysis Reliability: Empirical Findings," Marketing Science, INFORMS, vol. 7(3), pages 271-286.
    3. 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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Srinivasan, V. Seenu & Netzer, Oded, 2007. "Adaptive Self-Explication of Multi-attribute Preferences," Research Papers 1979, Stanford University, Graduate School of Business.
    2. 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.
    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. 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.
    5. Sandeep R. Chandukala & Yancy D. Edwards & Greg M. Allenby, 2011. "Identifying Unmet Demand," Marketing Science, INFORMS, vol. 30(1), pages 61-73, 01-02.
    6. Winfried Steiner & Harald Hruschka, 2002. "A Probabilistic One-Step Approach to the Optimal Product Line Design Problem Using Conjoint and Cost Data," Review of Marketing Science Working Papers 1-4-1003, Berkeley Electronic Press.
    7. Merja Halme & Kari Linden & Kimmo Kääriä, 2009. "Patients’ Preferences for Generic and Branded Over-the-Counter Medicines," The Patient: Patient-Centered Outcomes Research, Springer;International Academy of Health Preference Research, vol. 2(4), pages 243-255, December.
    8. Dufhues, T. & Buchenrieder, G., 2004. "Der Beitrag der Conjoint Analyse zur nachfrageorintierten Entwicklung des ländlichen Finanzsektors in Vietnam," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 39.
    9. Martinovici, A., 2019. "Revealing attention - how eye movements predict brand choice and moment of choice," Other publications TiSEM 7dca38a5-9f78-4aee-bd81-c, Tilburg University, School of Economics and Management.
    10. 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.
    11. Mahesh Balan U & Saji K. Mathew, 2021. "Personalize, Summarize or Let them Read? A Study on Online Word of Mouth Strategies and Consumer Decision Process," Information Systems Frontiers, Springer, vol. 23(3), pages 627-647, June.
    12. Shin, Jungwoo & Hwang, Won-Sik, 2017. "Consumer preference and willingness to pay for a renewable fuel standard (RFS) policy: Focusing on ex-ante market analysis and segmentation," Energy Policy, Elsevier, vol. 106(C), pages 32-40.
    13. Haaijer, Marinus E., 1996. "Predictions in conjoint choice experiments : the x-factor probit model," Research Report 96B22, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    14. Ha, Jinkyung, 2018. "Consumer valuation of Fintech: The case of Mobile Payment in Korea," 22nd ITS Biennial Conference, Seoul 2018. Beyond the boundaries: Challenges for business, policy and society 190341, International Telecommunications Society (ITS).
    15. P. A. Ferrari & S. Salini, 2008. "Measuring Service Quality: The Opinion of Europeans about Utilities," Working Papers 2008.36, Fondazione Eni Enrico Mattei.
    16. Steinhorst, M.P. & Bahrs, E., 2013. "Renditansprüche im Kontext gleichmäßiger Rückflüsse – Ergebnisse eines Experiments mit Stakeholdern des Agribusiness," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 48, March.
    17. Yavuz Taşcıoğlu & Mevlüt Gül & Metin Göksel Akpınar & Bahri Karlı & Bektaş Kadakoğlu & Bekir Sıtkı Şirikçi & Musa Acar & Hilal Yılmaz, 2023. "Optimum Support Policy Component for the Development of Agricultural Production: Potato Producer," Agriculture, MDPI, vol. 13(5), pages 1-13, April.
    18. Luisa Menapace & Gregory Colson & Carola Grebitus & Maria Facendola, 2011. "Consumers' preferences for geographical origin labels: evidence from the Canadian olive oil market," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 38(2), pages 193-212, June.
    19. Fusco, Elisa, 2023. "Potential improvements approach in composite indicators construction: The Multi-directional Benefit of the Doubt model," Socio-Economic Planning Sciences, Elsevier, vol. 85(C).
    20. Xue, Hong & Mainville, Denise Y. & You, Wen & Nayga, Rodolfo M., Jr., 2009. "Nutrition Knowledge, Sensory Characteristics and Consumers’ Willingness to Pay for Pasture-Fed Beef," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49277, Agricultural and Applied Economics Association.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zbw:cauman:444. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/ibkiede.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.