Open AccessNote—Conjoint Reliability Measures
Author(s) -
Dick R. Wittink,
David J. Reibstein,
William Boulding,
John Bateson,
John Walsh
Publication year - 1989
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.8.4.371
Subject(s) - conjoint analysis , variety (cybernetics) , reliability (semiconductor) , measure (data warehouse) , context (archaeology) , computer science , econometrics , marketing , risk analysis (engineering) , operations research , economics , artificial intelligence , data mining , mathematics , business , microeconomics , preference , power (physics) , paleontology , physics , quantum mechanics , biology
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.conjoint analysis, reliability