ON THE INSENSITIVITY OF BRAND-CHOICE SIMULATIONS TO ATTRIBUTE IMPORTANCE WEIGHTS
暂无分享,去创建一个
This study compares, via brand-choice simulation, the effect of various distortions in attribute importance weights on share of choices at the aggregate-sample level. The results indicate that severe distortions in importance weights can occur with little change in aggregate brand share. The implications of this result for utility estimation in main-effects conjoint analysis suggest that considerably simpler ways can be adopted to estimate part worths.
[1] P. Hoffman. The paramorphic representation of clinical judgment. , 1960, Psychological bulletin.
[2] P. Green,et al. Conjoint Analysis in Consumer Research: Issues and Outlook , 1978 .
[3] R. Dawes,et al. Linear models in decision making. , 1974 .
[4] S. S. Wilks. Weighting systems for linear functions of correlated variables when there is no dependent variable , 1938 .
[5] G. Huber,et al. A study of self‐explicated utility models , 1970 .