Levels of Aggregation in Conjoint Analysis: An Empirical Comparison

Two segmented methods of performing conjoint anal/sis, clustered and componential segmentation, are compared with each other as well as with individual level and totally aggregate level analyses. The two segmented methods provide insights to the data that (1) are not obtainable at the aggregate level and (2) are in a form that is more easily communicated than the information from the individual level analysis. The predictive power of the clustered segmentation method is higher than that of componential segmentation, and both are superior to the aggregate analysis but inferior to individual level analysis.

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