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- Title
A Comparison of Ranking, Rating and Reservation Price Measurement in Conjoint Analysis.
- Authors
Kalish, Shlomo; Nelson, Paul
- Abstract
This paper empirically compares the traditional preference measures of ranking and rating in conjoint analysis with a direct monetary measure of product value — reservation prices. Experimental results are as expected. While reservation prices do very well in terms of fit, they are inferior in terms of fit, they are inferior in terms of predicting choice on a holdout sample. In addition, surprisingly little difference is found in the performance of ranks and ratings.
- Subjects
CONJOINT analysis; MARKETING research; PRICES; INDUSTRIAL management; SALES management; INDUSTRIAL efficiency
- Publication
Marketing Letters, 1991, Vol 2, Issue 4, p327
- ISSN
0923-0645
- Publication type
Article
- DOI
10.1007/BF00664219