Van Ittersum, Koert; Pennings, Joost M.E.; Wansink, Brian; … - In: Journal of Business Research 60 (2007) 11, pp. 1177-1190
A critical review of the literature demonstrates a lack of validity among the ten most common methods for measuring the importance of attributes in behavioral sciences. The authors argue that one of the key determinants of this lack of validity is the multi-dimensionality of attribute...
