Measuring Consumer Preferences Using Conjoint Poker
Marketing Science: the marketing journal of INFORMS , Volume 31 - Issue 1 p. 138- 156
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.
|ERIM Top-Core Articles|
|Marketing Science: the marketing journal of INFORMS|
|Organisation||Erasmus Research Institute of Management|
Toubia, O, de Jong, M.G, Stieger, D, & Fuller, J.H. (2012). Measuring Consumer Preferences Using Conjoint Poker. Marketing Science: the marketing journal of INFORMS, 31(1), 138–156. doi:10.1287/mksc.1110.0672