Predictive validity of conjoint analysis results based on best-worst scaling compared with results based on ranks data

Hume Winzar, James Agarwal, Barbara Khalifa, Liane Ringham

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

The time-consuming nature of Best-Worst deriving scales for a conjoint analysis study leads the authors to question if ranked data, which could be translated into equivalent B-W scores, might be nearly as useful. Respondents answered a B-W scaling task regarding a familiar, highly involving product category, and then two-weeks later did a sorting task on the same fractional factorial array. Conjoint analysis coefficients were calculated and values were forecast for four holdout profiles. Kendall's tau measured the extent that the holdout ranks were reproduced in conjoint predictions. Results suggest that overall the rank data were comparable to the B-W data, but with greater variance.
Original languageEnglish
Title of host publicationANZMAC 2007
Subtitle of host publicationproceedings : 3Rs - reputation, responsibility and relevance
EditorsMaree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of PublicationDunedin, NZ
PublisherAustralian and New Zealand Marketing Academy
Pages801-806
Number of pages6
ISBN (Print)9781877156299
Publication statusPublished - 2007
Externally publishedYes
EventAustralian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand
Duration: 3 Dec 20075 Dec 2007

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2007)
CityDunedin, New Zealand
Period3/12/075/12/07

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    Winzar, H., Agarwal, J., Khalifa, B., & Ringham, L. (2007). Predictive validity of conjoint analysis results based on best-worst scaling compared with results based on ranks data. In M. Thyne, K. R. Deans, & J. Gnoth (Eds.), ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance (pp. 801-806). Dunedin, NZ: Australian and New Zealand Marketing Academy.