ON THE INSENSITIVITY OF BRAND‐CHOICE SIMULATIONS TO ATTRIBUTE IMPORTANCE WEIGHTS

Paul E. Green, Wayne S. DeSarbo, Pradeep K. Kedia

Research output: Contribution to journalArticle

6 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)439-450
Number of pages12
JournalDecision Sciences
Volume11
Issue number3
DOIs
StatePublished - Jul 1980

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Strategy and Management
  • Information Systems and Management
  • Management of Technology and Innovation

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