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This paper looks at the comparative reliability of different methodological variants of the conjoint analysis procedure. It differs from previous studies in that it looks at three methods of data collection (Full Profile, Trade-off Matrices, and Paired Comparison) and two levels of a key attribute (price) across five different product categories. In addition it tests these manipula- tions using two different reliability assessment procedures. The results show that most manipu- lations have a significant effect on the reliability scores and many interaction terms are significant.
conjoint analysis, data collection, product categories, reliability assessment
Reibstein, D. J., Bateson, J. G., & Boulding, W. (1988). Conjoint Analysis Reliability: Empirical Findings. Marketing Science, 7 (3), 271-286. http://dx.doi.org/10.1287/mksc.7.3.271
Date Posted: 27 November 2017
This document has been peer reviewed.