Marketing Science 1988

Conjoint Analysis Reliability: Empirical Findings

David J. Reibstein¹; John Bateson²; William Boulding³

¹ California University of Pennsylvania · ² London Business School · ³ Duke University

Abstract

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 manipulations using two different reliability assessment procedures. The results show that most manipulations have a significant effect on the reliability scores and many interaction terms are significant.

DOI

10.1287/mksc.7.3.271

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓