Cluster Analysis Versus Q-Type Factor Analysis As A Disaggregation Method In Hybrid Conjoint Modeling: An Empirical Investigation

Abstract

The author compares the predictive performance of cluster analysis and Q-type factor analysis as disaggregation methods in hybrid conjoint modeling. The results indicate that cluster- and Q-type-factor-based models perform about equally well in predictive validity terms. The paper, however, suggests the need for more empirical research.

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