Empirical demand functions (based on experimental studies, such as Choice Based Conjoint) are critical to many aspects of marketing, such as targeting and segmentation, setting prices and evaluating the potential of new products. While considerable work has been done on developing approaches for...

Basic confounding patterns for full-profile conjoint analyses based upon ranking are examined. It is shown that commonly used orthogonal main-effect designs can lead to biased part-worth estimates, especially to an underestimation of less important variables. An alternative design procedure is...

This article examines basic features of ranked Conjoint-data, analyzes the adequacy of evaluation methods and proposes improvements for better utilizing the information provided by ranked data. It is shown that commonly used goodness-of-fit measures provide inadequate proxy measures for...

In recent years, political and social scientists have made increasing use of conjoint survey designs to study decision-making. Here, we study a consequential question which researchers confront when implementing conjoint designs: how many choice tasks can respondents perform before survey...