Six méthodes de mesure de l'importance des attributs ont été évaluées du point de vue de la validité convergente. Ces méthodes sont: 1) Une approche déclarative directe; 2) Une approche par la recherche d'information fondée sur la méthode du processus comportemental de Jacoby; 3) La notation directe de l'importance; 4) La méthode des mesures conjointes; 3) Des indices basés sur l'approche de la probabilité subjective de Jaccard; et 6) Une approche de comparaisons par paires. La validité convergente des méthodes de mesure d'importance a été étudiée pour deux catégories de produits: les contraceptifs et les voitures. Les résultats ont montré des niveaux plutôt bas de convergence des mesures.
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