Liu, Qing; Otter, Thomas; Allenby, Greg M. - In: Marketing Science 26 (2007) 5, pp. 642-650
The use of adaptive designs in conjoint analysis has been shown to lead to an endogeneity bias in part-worth estimates using sampling experiments. In this paper, we re-examine the endogeneity issue in light of the likelihood principle. The likelihood principle asserts that all relevant...