| Article ID: | iaor1988946 |
| Country: | United States |
| Volume: | 7 |
| Issue: | 3 |
| Start Page Number: | 271 |
| End Page Number: | 286 |
| Publication Date: | Jun 1988 |
| Journal: | Marketing Science |
| Authors: | Reibstein David, Bateson John E.G., Boulding William |
| Keywords: | demand |
This paper looks at the comparative reliability of different methodological variants of the conjoint analysis procedure. It differs from previous studies in that it looks at three methods of data collection (Full Profile, Trade-off Matrices, and Paired Comparison) and two levels of a key attribute (price) across five different product categories. In addition it tests these manipulations using two different reliability assessment procedures. The results show that most manipulations have a significant effect on the reliability scores and many interaction terms are significant.