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| Author: | Toubia, O. (et al.) |
| Title: | Fast polyhedral adaptive conjoint estimation |
| Journal: | Marketing Science
2003 : SUMMER, VOL. 22:3, p. 273-303 |
| Index terms: | Marketing Internet New products Measurement Research Statistical methods |
| Language: | eng |
| Abstract: | This paper proposes and tests new adaptive question design and estimation algorithms for partial-profile conjoint analysis. Evaluated are the proposed methods relative to established benchmarks for question design (random selection, D-efficient designs, adaptive conjoint analysis) and estimation (hierarchical Bayes). Monte Carlo simulations vary respondent heterogeneity and response errors. A field test (330 respondents) compared methods on both internal validity (holdout tasks) and external validity (actual choice of a laptop bag worth appr. USD 100). The field test is consistent with the simulation results and offers strong support for polyhedral question design. |
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