A multi-trait multi-method validity test of partworth estimates

Wagner Kamakura; Muammer Ozer

doi:10.1007/978-3-540-71404-0_9

A multi-trait multi-method validity test of partworth estimates

City University of Hong Kong

Research output: Chapters, Conference Papers, Creative and Literary Works › RGC 12 - Chapter in an edited book (Author) › peer-review

5 Citations (Scopus)

Abstract

Conjoint analysis has already been widely accepted by marketing researchers as a popular instrument for the measurement of consumer preferences. Typical applications of conjoint analysis include new product design based on the relationship between product features and predicted choice behavior, benefit segmentation based on attribute preferences, etc. The popularity of conjoint analysis among marketing researchers hinges on the belief that it produces valid measurements of consumer preferences for the features of a product or service, and that it provides accurate predictions of choice behavior. © 2007 Springer-Verlag Berlin Heidelberg.

Original language	English
Title of host publication	Conjoint Measurement: Methods and Applications
Publisher	Springer Berlin Heidelberg
Pages	145-166
ISBN (Print)	9783540714033
DOIs	https://doi.org/10.1007/978-3-540-71404-0_9
Publication status	Published - 2007

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A multi-trait multi-method validity test of partworth estimates

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