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- Title
The Effect of Design and Estimation Program on Conjoint Utility Limits: A Comment.
- Authors
Johnson, Richard M.; Shocker, Allan D.; Wittink, Dick R.
- Abstract
The article comments on measurement of utilities in conjoint analysis in marketing research citing its implications on the scaling of utilities by several computer programs as discussed in the article "Conjoint Utility Limits as Affected by Conjoint Design and Estimating Program," by Karson and Mullet. Specific errors on different algorithms and numbers made by Karson and Mullet were considered which may lead to misleading answers in market research programs. Evidently, if one needs to compare utilities, one should never compare single values from different attributes, simulations of product preference is recommended in using utilities and permissible rescalings may be necessary to apply conjoint utilities.
- Subjects
MARKETING research; CONJOINT analysis; UTILITIES (Computer programs); COMPUTER software; MARKETING; ERRORS; ALGORITHMS; CONSUMER preferences; DESIGN
- Publication
Marketing Research, 1991, Vol 3, Issue 1, p45
- ISSN
1040-8460
- Publication type
Article