Assessing Attribute Importance: A Comparison of Six Methods

Abstract

Six methods of measuring attribute importance were evaluated for convergent validity. The methods were (1) an open-ended elicitation approach, (2) an information-search approach based on Jacoby's behavioral process technology, (3) direct ratings of importance, (4) conjoint measurement, (5) indices based on Jaccard's subjective probability approach, and (6) a paired comparison approach. The convergent validity of importance methods was investigated for two product classes: birth control and cars. Results indicated relatively low levels of convergence among measures.