2003 | OriginalPaper | Chapter
A Multi-trait Multi-Method Validity Test of Partworth Estimates
Authors : Wagner Kamakura, Muammer Ozer
Published in: Conjoint Measurement
Publisher: Springer Berlin Heidelberg
Included in: Professional Book Archive
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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.