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 language | English |
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Title of host publication | ANZMAC 2007 |
Subtitle of host publication | proceedings : 3Rs - reputation, responsibility and relevance |
Editors | Maree Thyne, Kenneth R. Deans, Juergen Gnoth |
Place of Publication | Dunedin, NZ |
Publisher | Australian and New Zealand Marketing Academy |
Pages | 801-806 |
Number of pages | 6 |
ISBN (Print) | 9781877156299 |
Publication status | Published - 2007 |
Externally published | Yes |
Event | Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand Duration: 3 Dec 2007 → 5 Dec 2007 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2007) |
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City | Dunedin, New Zealand |
Period | 3/12/07 → 5/12/07 |