In:
Journal of Marketing Research, SAGE Publications, Vol. 15, No. 2 ( 1978-05), p. 300-303
Abstract:
In many industrial applications of conjoint analysis the use of nonmetric algorithms to analyze respondent ranks of products described by more than eight or 10 attributes is time consuming and very expensive for large samples of consumers. The authors compare the results using nonmetric analysis, full factorial designs, and rank data with quicker and less expensive methods of metric analysis, orthogonal arrays and stimulus ratings. In addition, two types of models and levels of error are investigated. The results indicate that metric analysis using ratings data and orthogonal arrays is very robust.
Type of Medium:
Online Resource
ISSN:
0022-2437
,
1547-7193
DOI:
10.1177/002224377801500218
Language:
English
Publisher:
SAGE Publications
Publication Date:
1978
detail.hit.zdb_id:
2066604-4
detail.hit.zdb_id:
218319-5
SSG:
3,2
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