The present goal is to describe a study of the reliability of a criterion variable in conjoint analysis. Specifically, two criterion variables were compared, affect and purchase intention. Given the two sets of derived importance, weights generated from the two criterion variables, reliability was supported through an acceptable Spearman rho and a significant Pearson correlation. Further, significant t tests supported the reliability of each pair of importance weights. The participants were 500 distributors of the proprietary firm which supported the study.
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