Internal Validity Assessment of Conjoint Estimated Attribute Importance Weights

Dominique Rouzies (1) , Renée Darmon

1 GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC

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.

Keywords: fractional design

Keywords: conjoint designs; estimation procedures functions; attribute importance weights; weight distortions; fractional design.

Dominique Rouzies, Renée Darmon. Internal Validity Assessment of Conjoint Estimated Attribute Importance Weights. Journal of the Academy of Marketing Science, 1991, Vol. 19, No.4, pp. 315-322. ⟨10.1007/BF02726506⟩. ⟨hal-00537856⟩