Conjoint Internal Validity Under Alternative Profile Presentations

Conjoint Internal Validity Under Alternative Profile Presentations

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 th...

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Veröffentlicht in:The Journal of consumer research 1988-12, Vol.15 (3), p.392-397
Hauptverfasser: Green, Paul E., Helsen, Kristiaan, Shandler, Bruce
Format: Artikel
Sprache:eng
Schlagworte:
Calibration
College students
Computer software
Consumer research
Experiment design
Marketing
Modeling
Parametric models
Pareto efficiency
Utility rates
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Zusammenfassung: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.
ISSN:0093-5301
1537-5277
DOI:10.1086/209177