Conjoint Analysis Reliability: Empirical Findings | Zendy

David J. Reibstein | Zendy; John Bateson | Zendy; William Boulding | Zendy

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Conjoint Analysis Reliability: Empirical Findings

Author(s) -

David J. Reibstein,

John Bateson,

William Boulding

Publication year - 1988

Publication title -

marketing science

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 5.938

H-Index - 127

eISSN - 1526-548X

pISSN - 0732-2399

DOI - 10.1287/mksc.7.3.271

Subject(s) - conjoint analysis , reliability (semiconductor) , product (mathematics) , computer science , empirical research , key (lock) , econometrics , reliability engineering , statistics , economics , mathematics , engineering , power (physics) , preference , physics , quantum mechanics , geometry , computer security

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.conjoint analysis, data collection, product categories, reliability assessment

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