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| Author: | Vriens, M. Oppewal, H. Wedel, M. |
| Title: | Ratings-based versus choice-based latent class conjoint models-an empirical comparison |
| Journal: | Journal of the Market Research Society
1998 : JUL, VOL. 40:3, p. 237-248 |
| Index terms: | Market segmentation Market research Models Methodology United Kingdom Europe |
| Freeterms: | Product choice Rankings |
| Language: | eng |
| Abstract: | Traditional ratings- or rankings-based conjoint analysis has been very popular in commercial practice. Recently, the choice-based conjoint approach has become an attractive alternative for measuring preference structures. This paper presents a conceptual and empirical comparison of ratings-based and choice-based conjoint approaches. The results show substantial differences in the segment-level relative attribute importances. These results are consistent with previous research and the prominence hypothesis. At the segment and aggregate level the choice-based approach clearly outperforms the ratings-based approach. |
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