Note—Conjoint Reliability Measures
Dick R. Wittink, David J. Reibstein, William Boulding, John E. G. Bateson, John W. Walsh
Marketing Science · 1989 · Volume 8 · Issue 4
Abstract
Researchers have used a variety of measures for the assessment of conjoint analysis reliability. In this note we critically evaluate two different measures and identify potential shortcomings for each one. We identify the context for which a given measure is suitable, and recommend the use of multiple measures for other cases.
Keywords
conjoint analysis, reliability
Enable JavaScript for citation tools and additional paper interactions.