Conjoint Internal Validity Under Alternative Profile Presentations

Paul E. Green · Kristiaan Helsen · Bruce Shandler

77 citations0/0 files storedJournal of Consumer Research

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Economic and Environmental Valuation Decision-Making and Behavioral Economics Consumer Market Behavior and Pricing

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.

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1978Conjoint Analysis in Consumer Research: Issues and Outlook 1971Conjoint Measurement for Quantifying Judgmental Data 1989Analyzing Decision Making: Metric Conjoint Analysis 1981A comparison of weight approximation techniques in multiattribute utility decision making 1988Analyzing Decision Making 1983Using Discrete Choice Models with Experimental Design Data to Forecast Consumer Demand for a Unique Cultural Event 1984Compensatory Choice Models of Noncompensatory Processes: The Effect of Varying Context 1984Conjoint Analysis of Price Premiums for Hotel Amenities

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