Beteiligte: | , , |
---|---|
In: | Marketing Science, 26, 2007, 5, S. 596-610 |
veröffentlicht: |
Institute for Operations Research and the Management Sciences (INFORMS)
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 596-610 |
---|---|
ISSN: |
0732-2399
1526-548X |
DOI: | 10.1287/mksc.1060.0257 |
veröffentlicht in: | Marketing Science |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | Institute for Operations Research and the Management Sciences (INFORMS) (CrossRef) |
<jats:p> Polyhedral methods for choice-based conjoint analysis provide a means to adapt choice-based questions at the individual-respondent level and provide an alternative means to estimate partworths when there are relatively few questions per respondent, as in a Web-based questionnaire. However, these methods are deterministic and are susceptible to the propagation of response errors. They also assume, implicitly, a uniform prior on the partworths. In this paper we provide a probabilistic interpretation of polyhedral methods and propose improvements that incorporate response error and/or informative priors into individual-level question selection and estimation. </jats:p><jats:p> Monte Carlo simulations suggest that response-error modeling and informative priors improve polyhedral question-selection methods in the domains where they were previously weak. A field experiment with over 2,200 leading-edge wine consumers in the United States, Australia, and New Zealand suggests that the new question-selection methods show promise relative to existing methods. </jats:p> |