| Article ID: | iaor1990462 |
| Country: | United States |
| Volume: | 8 |
| Issue: | 4 |
| Start Page Number: | 1 |
| End Page Number: | 7 |
| Publication Date: | Sep 1989 |
| Journal: | Marketing Science |
| Authors: | Bateson John E.G., Boulding William, Wittink Dick R., Reibstein David J., Walsh John W. |
Researchers have used a variety of measures for the assessment of conjoint analysis reliability. In this note the authors critically evaluate two different measures and identify potential shortcomings for each one. They identify the context for which a given measure is suitable, and recommend the use of multiple measures for other cases.