ON THE INSENSITIVITY OF BRAND‐CHOICE SIMULATIONS TO ATTRIBUTE IMPORTANCE WEIGHTS

Paul E. Green; Wayne S. DeSarbo; Pradeep K. Kedia

doi:10.1111/j.1540-5915.1980.tb01150.x

ON THE INSENSITIVITY OF BRAND‐CHOICE SIMULATIONS TO ATTRIBUTE IMPORTANCE WEIGHTS

Paul E. Green, Wayne S. DeSarbo, Pradeep K. Kedia

Marketing

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7 Scopus citations

Abstract

This study compares, via brand‐choice simulation, the effect of various distortions in attribute importance weights on share of choices at the aggregate‐sample level. The results indicate that severe distortions in importance weights can occur with little change in aggregate brand share. The implications of this result for utility estimation in main‐effects conjoint analysis suggest that considerably simpler ways can be adopted to estimate part worths.

Original language	English (US)
Pages (from-to)	439-450
Number of pages	12
Journal	Decision Sciences
Volume	11
Issue number	3
DOIs	https://doi.org/10.1111/j.1540-5915.1980.tb01150.x
State	Published - Jul 1980

All Science Journal Classification (ASJC) codes

General Business, Management and Accounting
Strategy and Management
Information Systems and Management
Management of Technology and Innovation

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Cite this

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abstract = "This study compares, via brand‐choice simulation, the effect of various distortions in attribute importance weights on share of choices at the aggregate‐sample level. The results indicate that severe distortions in importance weights can occur with little change in aggregate brand share. The implications of this result for utility estimation in main‐effects conjoint analysis suggest that considerably simpler ways can be adopted to estimate part worths.",

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AB - This study compares, via brand‐choice simulation, the effect of various distortions in attribute importance weights on share of choices at the aggregate‐sample level. The results indicate that severe distortions in importance weights can occur with little change in aggregate brand share. The implications of this result for utility estimation in main‐effects conjoint analysis suggest that considerably simpler ways can be adopted to estimate part worths.

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ON THE INSENSITIVITY OF BRAND‐CHOICE SIMULATIONS TO ATTRIBUTE IMPORTANCE WEIGHTS

Abstract

All Science Journal Classification (ASJC) codes

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