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

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 proceeding › Conference proceeding contribution › peer-review

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
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)
City	Dunedin, New Zealand
Period	3/12/07 → 5/12/07

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Winzar, Hume ; Agarwal, James ; Khalifa, Barbara ; Ringham, Liane. / Predictive validity of conjoint analysis results based on best-worst scaling compared with results based on ranks data. ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance. editor / Maree Thyne ; Kenneth R. Deans ; Juergen Gnoth. Dunedin, NZ : Australian and New Zealand Marketing Academy, 2007. pp. 801-806

@inproceedings{01302f912224424bad4de6f79fb7ba90,

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

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.",

author = "Hume Winzar and James Agarwal and Barbara Khalifa and Liane Ringham",

year = "2007",

language = "English",

isbn = "9781877156299",

pages = "801--806",

editor = "Maree Thyne and Deans, {Kenneth R.} and Juergen Gnoth",

booktitle = "ANZMAC 2007",

publisher = "Australian and New Zealand Marketing Academy",

note = "Australian and New Zealand Marketing Academy Conference (2007) ; Conference date: 03-12-2007 Through 05-12-2007",

}

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, KR Deans & J Gnoth (eds), ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance. Australian and New Zealand Marketing Academy, Dunedin, NZ, pp. 801-806, Australian and New Zealand Marketing Academy Conference (2007), Dunedin, New Zealand, 3/12/07.

Predictive validity of conjoint analysis results based on best-worst scaling compared with results based on ranks data. / Winzar, Hume; Agarwal, James; Khalifa, Barbara; Ringham, Liane.

ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance. ed. / Maree Thyne; Kenneth R. Deans; Juergen Gnoth. Dunedin, NZ : Australian and New Zealand Marketing Academy, 2007. p. 801-806.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - Predictive validity of conjoint analysis results based on best-worst scaling compared with results based on ranks data

AU - Winzar, Hume

AU - Agarwal, James

AU - Khalifa, Barbara

AU - Ringham, Liane

PY - 2007

Y1 - 2007

N2 - 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.

AB - 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.

M3 - Conference proceeding contribution

SN - 9781877156299

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BT - ANZMAC 2007

A2 - Thyne, Maree

A2 - Deans, Kenneth R.

A2 - Gnoth, Juergen

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ER -