A Comparison of Conjoint Analysis Response Formats

14 Pages Posted: 24 Mar 2020

See all articles by Kevin J. Boyle

Kevin J. Boyle

University of Maine

Thomas P. Holmes

Forestry Sciences Laboratory, Forest Service

Mario F. Teisl

University of Maine - Department of Resource Economics and Policy

Brian Roe

affiliation not provided to SSRN

Date Written: May 2001

Abstract

A split‐sample design is used to evaluate the convergent validity of three response formats used in conjoint analysis experiments. We investigate whether recoding rating data to rankings and choose‐one formats, and recoding ranking data to choose one, result in structural models and welfare estimates that are statistically indistinguishable from estimates based on ranking or choose‐one questions. Our results indicate that convergent validity of ratings, ranks, and choose one is not established. In addition, we find that people frequently use ‘ties’ in responses to rating questions, and that the option not to choose any of the alternatives (‘opt‐out’) affects some preference estimates.

Keywords: conjoint analysis, convergent validity, forest valuation, hicksian surplus, Q260

Suggested Citation

Boyle, Kevin J. and Holmes, Thomas P. and Teisl, Mario F. and Roe, Brian, A Comparison of Conjoint Analysis Response Formats (May 2001). American Journal of Agricultural Economics, Vol. 83, Issue 2, pp. 441-454, 2001, Available at SSRN: https://ssrn.com/abstract=3558566 or http://dx.doi.org/10.1111/0002-9092.00168

Kevin J. Boyle (Contact Author)

University of Maine ( email )

Orono, ME 04469-5774
United States

Thomas P. Holmes

Forestry Sciences Laboratory, Forest Service

3041 Cornwallis Rd.
U.S. Department of Agriculture
Research Triangle Park, NC 27709
United States

Mario F. Teisl

University of Maine - Department of Resource Economics and Policy ( email )

200 Winslow Hall
Orno, ME 04469-5782
United States
207-581-3162 (Phone)
207-581-4278 (Fax)

Brian Roe

affiliation not provided to SSRN

No Address Available

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