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| Author: | Denstadli, J.M. Lines, R. |
| Title: | Conjoint respondents as adaptative decision makers |
| Journal: | International Journal of Market Research
2006 : VOL. 49:1, p.117-132 |
| Index terms: | decision making conjoint analysis |
| Language: | eng |
| Abstract: | This paper reports on an empirical study designed to investigate the decision rules used by respondents in making judgements in full profile conjoint analysis. The results show that only 40% of the subjects reported using a weighted additive rule. Furthermore, a set of hypotheses derived from adaptive decision-making perspective is also developed and tested. |
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