Measuring Consumer Preferences Using Conjoint Poker
February 2012
Article
volume 31, issue 138 pp 1-156.
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We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC.
Keywords
Automatically Extracted Terms
- respondent
- design
- study
- level
- choice
- conjoint
- participant
- probability
- poker
- hand selection stage
- consumer
- condition
- round
- marketing
- information
- preference
- incentive-compatible
- consumer preferences
- player
- selection
