The prediction of first choice preferences by the full-profile method of conjoint analysis can be improved significantly by imposing constraints on parameters based on a priori knowledge of the ordering of part worths for different levels of an attribute. Constrained estimation however, has little effect on the predictive validity of the tradeoff method because the preference judgments within rows (or columns) of tradeoff tables have largely the same role as the constraints.
Get full access to this article
View all access options for this article.
References
1.
CattinPhilippe and WittinkDick R. (1982), “Commercial Use of Conjoint Analysis; A Survey,” Journal of Marketing, 46 (Summer), 44–53.
2.
De LeeuwJan, YoungForrest W., and TakaneYoshio (1976), “Additive Structure in Qualitative Data: An Alternating Least Squares Method with Optimal Scaling Features,” Psychometrika, 41 (December), 471–503.
3.
GreenPaul E. (1974), “On the Design of Choice Experiments Involving Multifactor Alternatives,” The Journal of Consumer Research, 1 (September), 61–8.
4.
GreenPaul E. and SrinivasanV. (1978), “Conjoint Analysis in Consumer Research: Issues and Outlook,” The Journal of Consumer Research, 5 (September), 103–23.
5.
HauserJohn R. and ShuganSteven M. (1980), “Intensity Measures of Consumer Preference,” Operations Research, 28 (March-April), 278–320.
6.
JainArun K., AcitoFranklin, MalhotraNaresh K., and MahajanVijay (1979), “A Comparison of the Internal Validity of Alternative Parameter Estimation Methods in Decompositional Multiattribute Preference Models,” Journal of Marketing Research, 16 (August), 313–22.
7.
McAlisterLeigh (1979), “Choosing Multiple Items from a Product Class,” The Journal of Consumer Research, 6 (December), 213–24.
8.
MontgomeryDavid B. and WittinkDick R. (1980), “The Predictive Validity of Conjoint Analysis for Alternative Aggregation Schemes,” in Market Measurement and Analysis, MontgomeryDavid B. and WittinkDick R., eds. Cambridge, MA: Marketing Science Institute, 298–309.
9.
ParkerBarnett R. and SrinivasanV. (1976), “A Consumer Preference Approach to the Planning of Rural Primary Health Care Facilities,” Operations Research, 24 (September–October), 991–1025.
10.
PerreaultWilliam D.Jr. and YoungForrest W. (1980), “Alternating Least Squares Optimal Scaling: Analysis of Nonmetric Data in Marketing Research,” Journal of Marketing Research, 17 (February), 1–13.
11.
SnedecorGeorge W. and CochranWilliam G. (1967), Statistical Methods, sixth edition.Ames, IA: The Iowa State University Press.
12.
SrinivasanV. and ShockerAllan D. (1973), “Linear Programming Techniques for Multi-Dimensional Analysis of Preferences,” Psychometrika, 38 (September), 337–69.
