On the Insensitivity of Brand-Choice Simulations to Attribute Importance Weights
Decision Sciences Volume 11, Issue 3, pages 439-450, 1980
12 Pages Posted: 30 Mar 2016
Date Written: 1980
This study compares, via brand-choice simulation, the effect of various distortions in attribute importance weights on share of choices at the aggregate-sample level. The results indicate that severe distortions in importance weights can occur with little change in aggregate brand share. The implications of this result for utility estimation in main-effects conjoint analysis suggest that considerably simpler ways can be adopted to estimate part worths.
Keywords: Attitude Theory, Consumer Behavior, Marketing Research, Utility Theory
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