Conjoint Measurement: Temporal Stability and Structural Reliability
Open Access
- 1 February 1979
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 16 (1) , 26-31
- https://doi.org/10.1177/002224377901600104
Abstract
Reliability and stability of preference patterns obtained through conjoint measurement are examined by perturbing the stimulus structure and by repeating measurements after the passage of time. Conjoint measurement appears to be very robust to perturbation and reasonably stable over time.Keywords
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