Marketing Science 2011

Measuring Consumer Preferences Using Conjoint Poker

Olivier Toubia¹; Martijn G. de Jong²; Daniel Stieger³; Johann Füller³

¹ Columbia University · ² Erasmus University Rotterdam · ³ Universität Innsbruck

Abstract

We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC.

DOI

10.1287/mksc.1110.0672

Sources

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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 ✓