search query: @indexterm CONJOINT ANALYSIS / total: 133
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| Author: | Moore, W.L. |
| Title: | A cross-validity comparison of rating-based and choice-based conjoint analysis models |
| Journal: | International Journal of Research in Marketing
2004 : VOL. 21:3, p. 299-312 |
| Index terms: | Conjoint analysis Marketing research Segmentation |
| Freeterms: | Choice-based conjoint Hierarchical Bayes Rating-based conjoint |
| Language: | eng |
| Abstract: | The article compares OLS, hierarchical Bayes, and latent segment, rating-based conjoint models to HB and latent segment choice-based conjoint models. The biggest systematic difference between rating- and choice-based parameters is consistent with a compatiblity effect. This leads to a stronger prominence effect for rating-based models. The authors found that the HB rating-based model has the highest hit rate and choice share validations and the OLS model has the second highest. |
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