A test of the convergent validity of self-explicated and decompositional conjoint measurement

Journal of the Academy of Marketing Science · 1992 · Volume 20 · Issue 1

Abstract

An experiment was conducted to assess the convergent validity of a recently proposed conjunctive-compensatory self-explicated approach to conjoint measurement. A comparison of the self-explicated approach with the full profile conjoint method demonstrated that the self-explicated approach (1) was inconsistent in the identification of acceptable and unacceptable stimuli, and (2) didnotexhibit a high degree of convergent validity with respect to partworth and importance estimates when compared with the full profile approach. These findings identify potential problems with the conjunctive-compensatory self-explicated approach to conjoint measurement.

Keywords

Convergent Validity, Consumer Research, Attribute Level, Conjoint Analysis, Importance Rating

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