Conjoint Internal Validity Under Alternative Profile Presentations
Open Access
- 1 December 1988
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 15 (3) , 392-397
- https://doi.org/10.1086/209177
Abstract
Recent research suggests that using orthogonal arrays in full-profile conjoint may fail to provide adequate internal validity when the validation set consists of Pareto optimal profiles or when prices covary with the rest of the profiles' attribute levels. This study's findings indicate that partworths calibrated in the wrong environment predict a holdout sample as well as those calibrated in the correct (validation) environment do.Keywords
This publication has 0 references indexed in Scilit: