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AN INFORMATION PROCESSING PROBE INTO CONJOINT ANALYSIS *
Author(s) -
Olshavsky Richard W.,
Acito Franklin
Publication year - 1980
Publication title -
decision sciences
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.238
H-Index - 108
eISSN - 1540-5915
pISSN - 0011-7315
DOI - 10.1111/j.1540-5915.1980.tb01151.x
Subject(s) - conjoint analysis , card sorting , preference , computer science , sorting , lexicographical order , sample (material) , econometrics , statistics , mathematics , economics , task (project management) , chemistry , algorithm , management , combinatorics , chromatography
Protocol analysis was used to identify the actual choice rule used by respondents in a conjoint analysis interview under two different card‐sorting instruction conditions. In both conditions respondents used a noncompensatory rule (conjunctive or lexicographic) and not the additive rule assumed in many conjoint analysis studies. Predictions based upon either the additive rule or the noncompensatory rule were, however, found to be consistent with preference ranks in a holdout sample. The protocols were further analyzed to provide partial validation of the conjoint weights and to investigate the nature of prediction errors observed in the conjoint analysis.