Incorporating Group-Level Similarity Judgments in Conjoint Analysis
- 1 December 1978
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 5 (3) , 187-193
- https://doi.org/10.1086/208730
Abstract
While conjoint analysis has been typically applied to preference-type contexts, it is possible to include similarity judgments in the analysis as well. A procedure is reported for obtaining group-level similarity judgments to describe relationships between real objects and profile descriptions. The method is applied to respondent preferences for vacation sites.Keywords
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