Reibstein, David; Bateson, John E. G.; Boulding, William - In: Marketing Science 7 (1988) 3, pp. 271-286
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...