Internal validity assessment of conjoint estimated attribute importance weights
René Y. Darmon, Dominique Rouziès
Journal of the Academy of Marketing Science · 1991 · Volume 19 · Issue 4
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.
Keywords
Utility Function, Estimation Procedure, Consumer Research, Conjoint Analysis, Importance Weight
Enable JavaScript for citation tools and additional paper interactions.