An empirical test of optimal respondent weighting in conjoint analysis
Paul E. Green, Abba M. Krieger, Catherine M. Schaffer
Journal of the Academy of Marketing Science · 1993 · Volume 21 · Issue 4
Abstract
This article empirically tests a proposal (due to Hagerty) to use Q-type factor analysis to maximize predictive accuracy in conjoint analysis. Data sets from three different studies are used to compare the accuracy of predictions from optimal weighting with those from individual conjoint parameter estimation. The results do not support the contention that optimal weighting significantly improves cross-validity, as compared to individual conjoint prediction.
Keywords
Conjoint Analysis, Rank Approximation, Holdout Sample, Wharton School, Conjoint Model
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