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Internal Validity of Conjoint Analysis Under Alternative Measurement Procedures

Dominique Rouzies 1 René Y. Darmon 2
1 GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC
2 Marketing Department
Abstract : This simulation study investigates how conjoint analysis recovers various types of respondents' utility functions for specific attributes when the dependent variable is measured with rank order and n-point rating scales. The results show that: (1) the selected scaling procedure significantly affects various aspects of the utility function recoveries; and (2) the scaling procedure differentially affects the internal validity of conjoint analysis depending upon the chosen conjoint design and some basic characteristics of the underlying “true” utility functions. Implications for marketing researchers are discussed.
Keywords : Internal Validity Conjoint Analysis Alternative Measurement Procedures
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https://hal-hec.archives-ouvertes.fr/hal-00537590
Contributor : Antoine Haldemann <>
Submitted on : Thursday, November 18, 2010 - 5:00:28 PM
Last modification on : Thursday, January 11, 2018 - 6:19:31 AM

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Dominique Rouzies, René Y. Darmon. Internal Validity of Conjoint Analysis Under Alternative Measurement Procedures. Journal of Business Research, Elsevier, 1999, vol. 46, No. 1, pp.67-81. ⟨hal-00537590⟩

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