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Internal Validity Assessment of Conjoint Estimated Attribute Importance Weights

Abstract : This paper investigates how various conjoint designs (full versus fractional) and estimation procedures (LINMAP, MONANOVA, OLS) may interact with basic characteristics of the “true” utility functions (i.e., their range, shape, and curvature) when estimating attribute importance weights. Substantial weight distortions are found, especially under a fractional design.
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Submitted on : Friday, November 19, 2010 - 3:28:41 PM
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Dominique Rouzies, Renée Darmon. Internal Validity Assessment of Conjoint Estimated Attribute Importance Weights. Journal of the Academy of Marketing Science, SAGE Publications (UK and US), 1991, Vol. 19, No.4, pp. 315-322. ⟨10.1007/BF02726506⟩. ⟨hal-00537856⟩

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