Marketing Science 1989

Note—Conjoint Reliability Measures

Dick R. Wittink¹; David J. Reibstein^2,3; William Boulding⁴; John Bateson⁵; John W. Walsh¹

¹ Cornell University · ² California University of Pennsylvania · ³ University of Pennsylvania · ⁴ Duke University · ⁵ London Business School

Abstract

Researchers have used a variety of measures for the assessment of conjoint analysis reliability. In this note we critically evaluate two different measures and identify potential shortcomings for each one. We identify the context for which a given measure is suitable, and recommend the use of multiple measures for other cases.

DOI

10.1287/mksc.8.4.371

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 ✓