This paper looks at the comparative reliability of different methodological variants of the conjoint analysis procedure. It differs from previous studies in that it looks at three methods of data collection (Full Profile, Trade-off Matrices, and Paired Comparison) and two levels of a key...

Researchers have used a variety of measures for the assessment of conjoint analysis reliability. In this note we critically evaluate two different measures and identify potential shortcomings for each one. We identify the context for which a given measure is suitable, and recommend the use of...