2012
Measuring Consumer Preferences Using Conjoint Poker
Publication
Publication
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.
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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 | |
| Organisation | Erasmus Research Institute of Management |
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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 |
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