Effect of level of disaggregation on conjoint cross validations: Some comparative findings

Citation
Am. Krieger et al., Effect of level of disaggregation on conjoint cross validations: Some comparative findings, DECISION SC, 29(4), 1998, pp. 1047-1058
Citations number
23
Categorie Soggetti
Management
Journal title
DECISION SCIENCES
ISSN journal
00117315 → ACNP
Volume
29
Issue
4
Year of publication
1998
Pages
1047 - 1058
Database
ISI
SICI code
0011-7315(199823)29:4<1047:EOLODO>2.0.ZU;2-E
Abstract
Early formulations of conjoint models focused on part-worth estimation at t he individual level. As the methodology's popularity grew so did industry d emands for increasingly larger numbers of attributes and levels. In respons e to these demands, new approaches, based on partial or full data aggregati on (such as clusterwise/latent class conjoint and choice-based conjoint), h ave appeared. This paper suggests that pooled-data models will often be suc cessful in predicting market shares when researchers employ monotonic attri butes. In these cases more of a good attribute (or less of a bad attribute) is always more preferred. In the more realistic case, in which some of the attributes may be nonmonotonic, we find that data aggregation does not pre dict holdout sample preferences as well as individual part-worth models.