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.

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doi.org/10.1287/mksc.1110.0672, hdl.handle.net/1765/31358
ERIM Top-Core Articles
Marketing Science: the marketing journal of INFORMS
Erasmus Research Institute of Management

Toubia, O., de Jong, M., Stieger, D., & Fuller, J. (2012). Measuring Consumer Preferences Using Conjoint Poker. Marketing Science: the marketing journal of INFORMS, 31(1), 138–156. doi:10.1287/mksc.1110.0672