An examination of the use of unacceptable levels in conjoint analysis
Article Abstract:
Unacceptable levels in conjoint analysis are studied using both a full profile method and Sawtooth Software's Adaptive Conjoint Analysis. The utility of an unacceptable level was set equal to a value that would have been assigned if the unacceptable levels question was not asked, but the respondent treated that level as unacceptable. With ACA, this resulted in a model with (a) superior predictive power relative to a model that eliminates alternatives with unacceptable levels and (b) equivalent predictive power to a compensatory model that does not consider unacceptable levels. Furthermore, in this application, this was accomplished even though the respondent was presented with approximately 30 percent fewer paired comparison observations. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1992
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The ecological validity of photographic slides and videotapes in simulating the service setting
Article Abstract:
In the study of consumers' evaluation of the service setting, laboratory experiments using environmental simulations provide researchers with a level of control that can otherwise be difficult to achieve in field studies. This article demonstrates that photographic slides and videotapes, used as environmental stimulations in testing a theory of crowding, have ecological validity. The same theoretical model is tested with data obtained from a field quasi-experimental study and with data from a laboratory study that used photographic slides and videotapes to simulate the service setting. Conditions that may constrain the applications of various kinds of environmental simulations in consumer research on services are also discussed. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1992
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Conjoint internal validity under alternative profile presentations
Article Abstract:
Recent research suggests that using the 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. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1988
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