Electronic Resource
Oxford, UK
:
Blackwell Publishing Ltd
Decision sciences
11 (1980), S. 0
ISSN:
1540-5915
Source:
Blackwell Publishing Journal Backfiles 1879-2005
Topics:
Economics
Notes:
This study compares, via brand-choice simulation, the effect of various distortions in attribute importance weights on share of choices at the aggregate-sample level. The results indicate that severe distortions in importance weights can occur with little change in aggregate brand share. The implications of this result for utility estimation in main-effects conjoint analysis suggest that considerably simpler ways can be adopted to estimate part worths.
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1111/j.1540-5915.1980.tb01150.x
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