Robustness of Conjoint Analysis: Some Monté Carlo Results
Open Access
- 1 May 1978
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 15 (2) , 300-303
- https://doi.org/10.1177/002224377801500218
Abstract
In many industrial applications of conjoint analysis the use of nonmetric algorithms to analyze respondent ranks of products described by more than eight or 10 attributes is time consuming and very expensive for large samples of consumers. The authors compare the results using nonmetric analysis, full factorial designs, and rank data with quicker and less expensive methods of metric analysis, orthogonal arrays and stimulus ratings. In addition, two types of models and levels of error are investigated. The results indicate that metric analysis using ratings data and orthogonal arrays is very robust.Keywords
This publication has 4 references indexed in Scilit:
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