Cluster analysis versus Q-type factor analysis as a disaggregation method in hybrid conjoint modeling: An empirical investigation
Journal of the Academy of Marketing Science · 1988 · Volume 16 · Issue 2
Abstract
The author compares the predictive performance of cluster analysis and Q-type factor analysis as disaggregation methods in hybrid conjoint modeling. The results indicate that cluster- and Q-type-factor-based models perform about equally well in predictive validity terms. The paper, however, suggests the need for more empirical research.
Keywords
Conjoint Analysis, Cluster Membership, Full Profile, Industry Average, Disaggregation Method
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