Hierarchical Model Testing in Conjoint Analysis
Advances in Consumer Research Vol. 7 Issue 1, p688-691
4 Pages Posted: 29 Mar 2016
Date Written: 1980
Increasingly, researchers are becoming interested in the relationship of part-worth functions, obtained from conjoint analysis, to other aspects of the respondents (e.g., their demographics, preferences for current brands, etc.). This paper describes a straight-forward procedure for determining commonalities among utility functions, as related to other facets of the subject and experimental task.
Suggested Citation: Suggested Citation