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1999•RePEc: Research Papers in EconomicsRequires access

Validity of Adaptive Hybrid Conjoint Analysis

Susanne Hensel-Börner, Henrik Sattler

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Abstract

In this paper we compare the validity of a new type of adaptive hybrid conjoint analysis called Customized Computerized Conjoint Analysis (CCC) withe the traditional Adaptive Conjoint Analysis (ACA) and two self-explicated models. CCC combines self-explicated preference structure measurement with individually designed full-profile conjoint analysis in a fully computerized adaptive interview. For a representative sample of almost 500 German potential customers of refrigerators we found (similar to Srinivasan/Park, 1997) surprisingly robust results of the self-explicated approaches compared to CCC as welll as ACA.

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In this paper we compare the validity of a new type of adaptive hybrid conjoint analysis called Customized Computerized Conjoint Analysis (CCC) withe the traditional Adaptive Conjoint Analysis (ACA) and two self-explicated models. CCC combines self-explicated preference structure measurement with individually designed full-profile conjoint analysis in a fully computerized adaptive interview. For a representative sample of almost 500 German potential customers of refrigerators we found (similar to Srinivasan/Park, 1997) surprisingly robust results of the self-explicated approaches compared to CCC as welll as ACA.

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Available abstract

In this paper we compare the validity of a new type of adaptive hybrid conjoint analysis called Customized Computerized Conjoint Analysis (CCC) withe the traditional Adaptive Conjoint Analysis (ACA) and two self-explicated models. CCC combines self-explicated preference structure measurement with individually designed full-profile conjoint analysis in a fully computerized adaptive interview. For a representative sample of almost 500 German potential customers of refrigerators we found (similar to Srinivasan/Park, 1997) surprisingly robust results of the self-explicated approaches compared to CCC as welll as ACA.

Key concepts: Conjoint analysis, Preference, Sample (material), Computer science, German, Econometrics, Statistics, Mathematics

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