Abstract
This research presents a new approach for reducing the number of profiles in a conjoint study. This approach uses interpolation to reduce the number of attribute levels included in a conjoint design, thus permitting one to use conjoint designs involving fewer profiles. Also, the paper presents a new interpolation procedure based on subjective distances for estimating the utilities of attribute levels not included in a conjoint design. The results confirm that the predictive validity of conjoint designs with interpolation and the predictive validity of the new interpolation procedure based on subjective distances are high. The implications of these findings are discussed.
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Coderre, F., Darmon, R.Y. (2015). Conjoint Designs with Interpolation: An Alternative Approach for Reducing the Number of Conjoint Profiles. In: Sidin, S., Manrai, A. (eds) Proceedings of the 1997 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17320-7_21
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DOI: https://doi.org/10.1007/978-3-319-17320-7_21
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17319-1
Online ISBN: 978-3-319-17320-7
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