Author(s)

Title

Year

Journal

Topic

2010

Journal of the
Academy
Marketing
Science

Consumer Preferences for

online music, market
segmentation and willingnessto-pay

2004

Journal of the
Academy
Marketing
Science

Understanding salespersons'
preferences for various contest
designs

2002

Journal of
Marketing
Research

The heterogeneity in selfstated and estimated partworths in hybrid conjoint

studies and their relationship.
The authors reanalyze the
data collected by Srinivasan
and Park (1997), who studied
MBA students who were
choosing among job offers

2004

Journal of
Marketing
Research

The problem of incomplete

attribute information and the
potential pitfalls of imputing
missing attribute levels

When Absence Begets

Alba J., Cooke A.D.J. Inference in Conjoint
Analysis

2004

Journal of
Marketing
Research

A comment on the
model developed by Bradlow,
Hu, and Ho

Rao V.R.

Comments on Conjoint
Analysis with Partial
Profiles

2004

Journal of
Marketing
Research

A comment on the
model developed by Bradlow,
Hu, and Ho

Rubin D.

Design and Modeling in

Conjoint Analysis
with Partial Profiles

2004

Journal of
Marketing
Research

A comment on the
model developed by Bradlow,
Hu, and Ho

Music for free? How free adPapies D., Eggers F.

funded downloads
and Wlmert N.
affect consumer choice

Sales Contest Effectiveness:

Murphy W., Dacin P. An Examination of Sales
and Ford N.
Contest Design Preferences
of Field Sales Forces

Bayesian Prediction in Hybrid

Hofstede F.T., Kim Y.
Conjoint
and Wedel M.
Analysis

Bradlow E.T., Hu Y.
and Ho T.

A Learning-Based Model for

Imputing Missing Levels in
Partial Conjoint Profiles

Bradlow E.T., Hu Y.
and Ho T.

Ding M., Grewal J.

and Liechty J.

Haaijer R.,
Kamakura W. and
Wedel M.

Modeling Behavioral
Regularities of
Consumer Learning in
Conjoint Analysis

Incentive-Aligned Conjoint
Analysis

Response Latencies in the

Analysis of
Conjoint Choice Experiments

Polyhedral Methods for

Toubia O., Hauser J.
Adaptive Choice-Based
and Simester D.
Conjoint Analysis

Hierarchical Bayes Versus

Finite Mixture Conjoint
Andrews R., Ansari
Analysis Models: A
A. and Currim I.
Comparison of Fit, Prediction,
and Partworth Recovery

2004

2005

Journal of
Marketing
Research

Note of the authors proposing

several extensions of their own
model of consumer learning in
conjoint analysis

Journal of
Marketing
Research

The authors propose the

incentive-aligned conjoint
analysis instead of
hypothetical studies. Field
experiment in a Chinese
restaurant (S1) and a second
study that uses snacks as the
context (S2)

Journal of
2000 Marketing
Research

The authors use filtered

response latencies to scale the
covariance matrix of a
multinomial probit model and
show that this leads to better
model fit and holdout
predictions. They used data
from a technological product,
collected by
Sawtooth Systems.

Journal of
2004 Marketing
Research

The authors propose a CBC

question-design method
that adapts questions by using
the previous answers from
that respondent (i.e.,
individual adaptation)

Journal of
2002 Marketing
Research

The authors reanalyze the idea

of Vriens, Wedel, and Wilms
(1996) who founded that finite
mixture (FM) conjoint models
had the best overall
performance of nine conjoint
segmentation
methods in terms of fit,
prediction, and parameter
recovery.

Journal of
Marketing

The authors did a dynamic

presentation of
complementary methods for
understanding customer-needs
combinations: truck example

Journal of
Marketing

The authors develop a

conceptual framework of how
relationship and marketing
variables influence choice of
supplier and test the
framework empirically in the
context of business-tobusiness services.

The Last Picture Show? Timing

and
Journal of
2007
Order of Movie Distribution
Marketing
Channels

The authors discuss different

scenarios and their
implications for movie studios
and other industry players,
and barriers for the
implementation of the
revenue-maximizing
distribution models are
critically reflected.

A cross-validity comparison of
rating-based and choicebased conjoint analysis
models

International
Journal of
Research in
Marketing

The paper compares OLS,

hierarchical Bayes (HB), and
latent segment, rating-based
conjoint models to HB and
latent segment choice-based
conjoint models.

International
Journal of
Research in
Marketing

The authors propose an

alternative mechanism to
incentive-align conjoint based
on inferred rank order for
situations where conjoint
practitioners have more than
one version of real products

Listening In to Find and

Urban G.L., Hauser Explore New
J.R.
Combinations of Customer
Needs

Choice of Supplier in
Wathne K. H., Biong Embedded Markets:
H. and Heide J.B. Relationship and Marketing
Program Effects

Hennig-Thurau T.,
Henning V., Sattler
H., Eggers F., and
Houston M. B.

Moore W.L.

Dong S., Ding M.

and Huber J.

A simple mechanism to
incentive-align conjoint
experiments

2004

2001

2004

2009

International
Journal of
Research in
Marketing

The authors analyze

consumers' preferences for 9ending versus 0-ending
prices at the individual level.
Two product categories:
chocolate drinks and
notebooks

International
Journal of
Research in
Marketing

A comparison of the random

coefficients model (RCM) and
the latent class model (LCM)
using simulated data
illustrates that the RCM
dominates the LCM if the
underlying distribution is
strictly continuous. Application
to the mineral water market

International
Journal of
Research in
Marketing

The authors are trying to find

the answer to the question:
how to turn the available
plentitude of individual
consumer opinions into
aggregate consumer
preferences? Product review
data from the mobile phone
market

Hybrid individualized twolevel choice-based conjoint

(HIT-CBC): A new method for
Eggers F., Sattler H.
2009
measuring preference
structures with many attribute
levels

International
Journal of
Research in
Marketing

The authors introduce hybrid

individualized two-level
choice-based conjoint (HITCBC), which combines
self-explicated preference
measurement (SE) with
choice-based conjoint analysis
(CBC). The authors tested HITCBC in an empirical study
pertaining to European flights

Models and optimal designs

Vermeulen B., Goos
for conjoint choice
P. and Vandebroek
experiments including a
M.
no-choice option

International
Journal of
Research in
Marketing

The improvement of realily of

an experimental conjoint
analysis by using a no-choice
option in a choice set

Baumgartner B.,
Steiner W.J.

Are consumers heterogeneous

in their preferences for odd
and even prices?
2007
Findings from a choice-based
conjoint study

Capturing consumer
Otter T., Tuchler R., heterogeneity in metric
and Frqhwirthconjoint analysis
Schnatter S.
using Bayesian mixture
models

Decker R., Trusov

M.

Estimating aggregate
consumer preferences from
online product reviews

2004

2010

2008

2009

International
Journal of
Research in
Marketing

The first research which

combines conjoint analysis
with a between-subjects
experimental design to test
the effect of contingency
factors. Experiment on factors
influencing the choice of a
research market company.

Retention of latent segments

Andrews R., Currim
in regression-based marketing 2003
I.
models

International
Journal of
Research in
Marketing

This study investigates via

simulation the performance of
seven segment
retention criteria used with
finite mixture regression
models for normal data

Wuyts S., Verhoef

P.C., and Prins R.

Partner selection in B2B

information service markets

Kim T., Lee H.

External validity of market

segmentation methods
A study of buyers of prestige
cosmetic brands

The article compares and

validates the results of two
European Journal
2009
clustering methods for the
of Marketing
segmentation of the market
for prestige cosmetics in Korea

Sichtmann C.,
Stingel S.

Limit conjoint analysis and

Vickrey auction as methods to
elicit consumers willingnessto-pay
An empirical comparison

This paper aims to analyze the

differences in WTP elicited by
European Journal conjoint analysis (LCA) and
2007
of Marketing
Vickrey auctions (VA) methods
and their validity in high and
low involvement situations.

Methodological issues in
conjoint analysis: a case
study

The authors did a choicebased conjoint study for

measuring the consumer
preferences for pre-packed
apple selection packs. They
European Journal
2001
also discuss the differences
of Marketing
between psyhical prototype
stimuli and realistic pictorial
presentation and the need of
prior training and warm-up of
the respondents

Jaeger S. R.,
Hedderley D. and
MacFie H. J. H.

Price and quality competition

between brands and own
Davies G., Brito E.
brands
A value systems perspective

Conjoint analysis is used to

measure the quality of the
competing products by
European Journal comparing the ratings given
2004
of Marketing
by consumers for the edible
products and available
chemical analysis for
detergents

Product value importance and

consumer preference for
visual complexity and
symmetry

This paper therefore, seeks to

assess how preference for
European Journal visual complexity and
2010
of Marketing
symmetry depends on the
type of product value that is
important to people

The importance of packaging

Silayoi P., Speece M attributes: a conjoint analysis
approach

The paper aims to investigate

the need for information
European Journal
2007
regarding the consumer
of Marketing
psychology for developing
packages

Creusen M.,
Veryzer R. and
Schoormans J.

Dynamic Models Incorporating

Liechty J.C., Fong Individual Heterogeneity:
2003
D. and DeSarbo W. Utility Evolution in Conjoint
Analysis

Liu Q., Otter T. and Investigating Endogeneity

Allenby G.
Bias in Conjoint Models

The Impact of Utility Balance

Hauser J., Toubia O. and Endogeneity in
Conjoint Analysis

2007

2005

Marketing
science

the structure underlying

preferences can change during
the administration of repeated
measurements (e.g., conjoint
analysis) and data collection
because of effects from
learning, fatigue, boredom,
and so on

Marketing
science

The authors re-examine the

endogeneity bias identified by
Hauser and Toubia (HT), and
explain its presence using
traditional econometric
methods

Marketing
science

The authors use formal

models, simulations, and
empirical data to suggest that
adaptive metric
utility balance leads to
partworth estimates that are
relatively biasedsmaller
partworths are upwardly
biased relative to larger
partworths.

Evgeniou T.,
Boussios C. and
Zacharia G.

Generalized Robust Conjoint

Estimation

Market Share Constraints and

Gilbride T., Lenk P., the Loss Function
and Brazell J.
in Choice Based Conjoint
Analysis

Offering Online
De Bruyn A.,
Recommendations with
Liechty J., Huizingh Minimum Customer Input
E. and Lilien G.
Through Conjoint-Based
Decision Aids

Probabilistic Polyhedral
Methods for
Toubia O., Hauser J.
Adaptive Choice-Based
and Garcia R.
Conjoint Analysis:
Theory and Application

Toubia O., Simester Fast Polyhedral Adaptive

D. and Hauser J. Conjoint Estimation

2005

2008

2008

2007

2003

Marketing
science

They propose a method based

on computationally
efficient optimization
techniques. They compare
their method with standard
logistic regression, hierarchical
Bayes, and the polyhedral
methods using standard,
widely used simulation data

Marketing
science

This paper presents a

Bayesian decision
theoretic approach to
incorporating base case
market shares into conjoint
analysis via the loss
function. Simulated
data for both the multinomial
logit and correlated probit
discrete choice models.

Marketing
science

The authors compare compare

three algorithms
cluster classification, Bayesian
treed regression, and stepwise
componential regressionto
develop an optimal sequence
of questions and predict online
visitors preferences

Marketing
science

Polyhedral methods for choicebased conjoint analysis. the

authors tested the following
four question-selection
methods:orthogonal design;
aggregate customization;
deterministic polyhedral;
probabilistic polyhedra.Wine
industry

Marketing
science

They propose and test a new

adaptive conjoint analysis
method that draws on recent
polyhedral interior-point
developments in mathematical
programming.

Preference
model

Data collection method

Stimulus set construction

Stimulus
presentation

Part-worth
function, 6
attributes, 4-5
levels,

Full profile, 2 540

respondents

Random sampling, 3 stimuli and a no- Verbal

choice-option
description

Part-worth
function 5
attributes, 2-3
levels,

Full profile, 796 respondents

Fractional factorial design with SPSS

ORTHOPLAN, 16 full profiles

Part-worth, 2
attributes at 2
levels,
3attributes at
3 levels, 2 at 4
levels, and 1 at
6 levels

Full profile, 108 MBA

students

Fractional factorial design, 18 profiles, Verbal

as well as 6 holdout profiles
description

Vector model, 6
attributes, 2
levels

The model assumes that

consumers learn
and update after each stimulus
(partial profile) about the
20 digital
pattern underlying the product camera profiles, 4 as holdouts for
attributes, their levels, and the validation
correlations between them.
Experiment: Full profile 130
undergraduate students

Verbal
description

Verbal
description. The
learning basedmodel was
based on a
experiment
composed of
two phases:
learning
(prior) and
rating.

The authors ask for solutions to attribute density in conjoint research such as: to understand whether and how respondents
the conjoint procedure and the need for cross-disciplinary work

The authors ask for: other ways to conceptualize the problem, managerial aspects of the BHH procedure , the role of price in
or two of the previous profiles need to be complete (not partial). Issues regrding BHHs assumption of the independence of c
The author proposes the use of posterior predictive checks in evaluation of the models

They present a clarification of the original model, propose an integration of several new imputation rules add new measurem
tests. The authors also discuss general modeling challenges when researchers want to mathematically define and integrate
suggesting several critical success factors for modeling behavioral regularities in marketing. The authors encourage collabor
marketing domain itself but also across different fields (e.g., economics, operations, psychology, sociology, statistics) as a w
Fractional factorial design. S1: 3
groups of 12 choice
sets. Each choice set had 3 profiles
(Chinese meals) and
a none of the above option. The
restaurant served the meal they
chose. S2: 27 conjoint tasks, 30
unique snack combos for the holdout
task

S1: part-worth
model, 8
attributes, 2-4
levels S2: 4
attributes, 2-5
levels

Full profile, S1:108

undergraduate and
graduate students, S2: 59
senior undergraduate
students

Vector model, 6
attributes, 2-6
levels: brand
(6), speed (4),
technological
type (6),
digitizing
option (3),
facsimile (2),
and price (4)

Random sampling, 20 individualized

Full profile, 200 respondents choice sets with 3 alternatives and a
one no choice

Path worth, 8
attributes, 2-4
levels

Path worth, 6
product
attributes at 3
levels each

Physical
products

Verbal
description

Full profile, 354 Web-based

respondents

Before respondents
answered the stated-choice questions,
they reviewed
detailed descriptions of the levels of
each feature and could
access the descriptions at any time by
clicking the features
logo. 4 sets with 8 features

Verbal
description

Full profile, 150 consumers

Each data set contains the

evaluations of 150 consumers
on either 18 or 27 profiles (Factor 6).
See complete article for more details.

Verbal
description

The authors describe and evaluate the methodologies

with formal analysis, Monte Carlo simulation (calibrated on real data), and a proof-of-concept application
in the pickup-truck category (more than 1000 Web-based respondents). The application identified opportunities for
new truck platforms worth approximately $2.4 billion$3.2 billion and $1 billion$2 billion, respectively. The authors compare
Qualitative and ethnographic, Tailored Interviews, Segmentation, Interest or intent, AIO studies, Conjoint analyses, Truck clin

Vector model, 4
factors each
with 2 levels

Full profile, 114 customer

accounts, 37 key account
managers

16 cards

Verbal
description

Part-worth, 5
attributes, 2-5
levels

Full profile, 1770 consumers

Random sampling, seven choice sets

and a no consumption option

Verbal and
pictorial
description

S1: Full profile, (88)

S2: Full profile (89
respondents)

S1: Fractional factorial design, 16

profiles, as well as 6 holdout profiles,
S2: 16
choice sets, 1 which included 2
automobiles as well
as the option to continue to shop

Verbal
description

Part-worth, 7
attributes, 3
levels

Part-worth,
7attributes,
each with 3
levels

S1: 36 profiles produced by SAS

experimental design were divided into
Full profile S1: 41 and S2: 44
12 sets with 3
respondents
profiles for each conjoint choice set,
S2: 19 options plus the option of no
purchase

Verbal
description

part-worth, 2
attributes, 5 and
3 levels

Full profile, 167 students

Fractional factorial design, 18 choice

sets

Verbal
description

part-worth, 2
attributes, 3 and
5 levels

Full profile, 213 Austrian

consumers

Fractional factorial design, 15

different product-profiles

Verbal
description

part-worth, 23
attributes, 2-4
levels

Full-text reviews, 20,419

online product reviews

part-worth, CBC:
3 attributes, 3,5
levels, The HITCBC reduces the
number of levels
at two: the best
and worst level,
the authors
started the
empirical study
with 6
attributes, 3-6
levels

Full profile, 100 simulated

respondents

The recommended negative binomial regression (NBR) model is supporte

evaluation identifies benefits that can result when combining both method
of interest. The suggested methodology enables the estimation of param
brand names on the overall evaluation of the products. See complete artic

fractional factorial design, 3

alternatives and an additional none
option

Verbal
description

The authors developed optimal designs for the no-choice multinomial logit model, the extended no-choice multinomial logit
optimality criterion and the modified Fedorov algorithm and compare these optimal designs with a reference design, which i
prediction accuracy. They conclude that taking into account the no-choice option when designing a no-choice experiment on
the model, used for estimation, matches the data-generating model

Linear, six
attributes of two Full profile, 133 respondents
levels each,

fractional factorial design,

Verbal
description

The study shows that one criterion, Akaikes Information Criterion (AIC) with a per-parameter penalty factor of 3 (AIC3), is cle
data configurations, having the highest success rate and producing very low parameter bias. See complete article for more d

Taking into account the existance of this segmentation methods: automatic interaction detection and its multivariate variant
analysis; discriminant analysis; multidimensional scaling; conjoint analysis and componential segmentation, the authors rea
that could have been useful in practice, whereas the innovative alternative of mixture regression modelling generats segme

Part-worth, 3
attributes, 3,2,3
levels

Part-worth, 4
attributes, 2-4
levels

Full profile, 179 online

interviews

Full profile, 120 subjects

Fractional factorial design, 3 sets, 16

stimuli

verbal
description

Fractional factorial design, 15 choice

sets, 4 stimuli

Psyhical
prototype
stimuli,
photographic
images and
verbal
description

Part-worth, 2
attributes, 3
levels

Full profile, 200 respondents

Vector, 2
attribute, 2
levels, preferred
level of each
Full profile, 422 respondents
visual design
principle (high
or low)

Part-worth, 5
attributes, 2
levels

Full profile, 305 respondents

Fractional factorial design, 3 products

from the same category,

Psyhical
products

Fractional factorial design, 8 VCR

products

Realistic
pictures,
pictorial model

fractional factorial design, 8

combinations from 32 possible
scenarios

verbal and
visual

The authors propose a new class of hierarchical dynamic Bayesian models applied to simulated conjoint data and explore th
heterogeneity across a number of possible types of dynamic effects demonstrating the derived benefits versus static models
demonstrate that using a counterbalanced design is important from an estimation perspective when parameter dynamics ar

The authors reach the conclusion that the likelihood principle is implicit to the Bayesian approach to statistics where the pos
Bayesian analysis conditions on the data to draw inferences about unobservable parameters in the analysis. In a conjoint an
I know about the part-worths?" Their view is that the answer to this question is more managerially relevant than the corresp
multiple datasets. See complete article for more details

The biases and inefficiencies are real and in the direction predicted. The authors provide stylized models and more general e
phenomena. Furthermore, empirically, they find no evidence that metric utilitybalanced questions reduce response error. Co
appears to be a more important goal than utility balance. See complete article for more details.

They reach the conclusion that their approach significantly outperforms both the method of Toubia et al. (2004) and standar
weaker when data from an orthogonal design are used. (this limitation indicates that it may be important to combine the pro
a simple method for handling heterogeneity lead to promising results with performance often similar to that of HB and estim

MNL: 1
attribute, 4
levels, CBC: 20
binary attributes
and the price

Part-worth, 5
attributes, 2,3
levels

Part-worth, 5
features at 4
levels each

Full profile, MNL: 300

respondents, CBC: 425
respondents

MNL: 12 choice sets per respondent,

CBC: 15
choice sets of 3 alternatives

4 partially
Full profile, 616 graduate and balanced blocks using an orthogonal
undergraduate students
fractional factorial
design

Full profile, 2,255 wine

consumers

2 sets of 12 choice-based questions,

The first 10 questions
of each set were designed by a
different method (the
order was rotated), The last 2
questions were randomly
selected holdouts. See complete
article for more details.

Verbal
description

Psyhical
products

Pictorial and
verbal
description

The method uses centrality con-cepts and ellipsoid shape approximations. The authors tested the method using a series of M
particularly suited to contexts where re-searchers are limited to asking relatively few questions compared to the number of p
found that the relative accuracy of the method is due, at least in part, to the design of the questions. Their simulations sugg
enhance existing estimation methods. See complete article for more details

Measurement
scale
Estimation
dependent
method
var.

Choice

Multinomial
logit

Rank order, 1
(the most
preferred)
Scheffe tests
to 16 (the
least
preferred)

Method for testing

the validity

Observations

Mean absolute error

The authors analyze the attractiveness

of online music business models from
the consumers perspective

Pretest feedback

The results lead to an improved

awareness of the determinants
of contest design preferences as well as
insights and implications for sales
managers seeking to design effective
contests

Selfexplicated
and rating
scores. The
model
estimates a
set of scaling
constants for
each
respondent

They developt a
finite mixture
The model has
regression
important influnce
model for full
on predictive validity
profile
of CA
conjoint

The authors compare various

segmentation methods for conjoint
analysis and show that the finite
mixture regression approach by
DeSarbo and colleagues
(1992) has the highest predictive
validity

Rating scale,
09 Likert
scale, choice

Hierarchical
Bayesian
approach to
account for
heterogeneity

The model helps to select pairs that

have the highest likelihood of canceling
out those missing attributes. The results
show that consumers imputation
processes can be influenced by
manipulating their prior information
about a product category

4 as holdouts for
validation

hether and how respondents deal with missing information, to reduce density before the implementation of

rocedure , the role of price in solving the problem and a data collection procedure for partial profiles. One
tion of the independence of counts when multiple attributes are missing

tion rules add new measurement metrics for pattern matching, and draw a roadmap for further real-world
atically define and integrate behavioral regularities into traditional quantitative domains. They conclude by
e authors encourage collaborations not only between behavioral researchers and modelers within the
, sociology, statistics) as a way to undertake challenging and important research in marketing in the future

Rating 17
agree
disagree
scale, choice

Insample
hit rate and log- Out-of-sample
marginal
predictions
probability

The results provide

a strong motivation for conjoint
practitioners to consider conducting
studies in realistic settings using
incentive structures that require
participants to live with their
decisions. See complete article for more
details.

Choice

choice

choice

They develop a
multinomial
probit (MNP)
model

HB and AC

Finite mixture,
HB models

Including response times in choice

models results in better fit, provides
more narrow confidence
intervals of the choice model parameter
estimates, reduces heterogeneity, and
provides better holdout predictions. if
subjects spend
more time processing the information
presented on the alternatives,
choice heterogeneity decreases

The authors explore whether the

success of aggregate customization can
be extended to individual-level adaptive
question design. The simulations
suggest that polyhedral question design
does well in many domains, particularly
those in which heterogeneity and
partworth
magnitudes are relatively large

The authors show that FM and HB

models are equally effective in
recovering individual-level
parameters and predicting ratings of
holdout profiles. Two surprising findings
8 additional holdout are that (1) HB performs well even when
profiles to
partworths come from a
assess the predictive mixture of distributions and (2) FM
validity
produces good parameter estimates,
even at the individual level. The authors
show that both models are quite robust
to violations of underlying assumptions
and that traditional individual-level
models overfit the data

application
ed opportunities for
ectively. The authors compared complementary methods for understanding customer-needs combinations:
Conjoint analyses, Truck clinics, Listening in. See complete article for more details.

Rating scale 1
to 16

choice

Rating scale,
010 scale
and second
study choice

Choice

they used two

ordinary least
squares
regression
models

pretests

The results show that: interpersonal

relationships between buyers and
suppliers serve as a switching barrier
but are considerably less important than
both firm-level switching costs and
marketing variables, interpersonal
relationships do not play the frequently
mentioned role of a buffer against price
and product competition, buyers and
suppliers hold systematically
different views of the determinants of
switching.

Hierarchical
Bayes routine

They used the

remaining two tasks
for reliability and
validity testing. They
also did a external
validity check

The authors find

that the simultaneous release of movies
in theaters and on rental home video
generates maximum revenues for movie
studios in the United States but has
devastating effects on other players,
such as theater chains.

hierarchical
Bayesian
multinomial
logit model

Ind. Level: holdout

sets, Choice share:
MAE, BTL model was
used for rating based
conjoint and the logit
model for choicebased conjoint.

Within both rating- and choice-based

models, hierarchical Bayes models have
higher hit rate and choice share
validations than latent segment models.
there does not seem to be compelling
empirical evidence to choose
choicebased over rating-based conjoint
models (or vice versa).

Additional holdout

S1: The RankOrder

mechanism leads to substantial
improvement in predictive performance
when compared to non-aligned
hypothetical choices. S2: The RankOrder
mechanism leads to substantial
improvement in predictive performance
when compared to non-aligned
hypothetical choices

Hierarchical
Bayesian
multinomial
logit model

choice

Hierarchical
Bayes mixture
of normals
model

estimate both
8 additional
the RCM and the
evaluations of
20-point
LCM by the
the 23 full-factorial
rating scales
Markov Chain
design were
Monte
generated as holdout
Carlo methods
profiles

The consumer behaviour is not rational

in the sense that they prefer lower
prices to higher prices; for the consumer
with a clear brand preferences the 9ending prices is a opportunity to buy the
brand cheaper. See complete article for
more results.

RCM dominates the LCM if the

underlying distribution is strictly
continuous. The LCM was found to
dominate the RCM in the discrete
case as soon as the data conveys
enough information to support the true
number of classes. See complete article
for more details.

ion (NBR) model is supported by an additional ACA study using the concerning attributes. This
when combining both methods to reach a more reliable estimation of the preferences existing in a market
bles the estimation of parameters, which allow inferences on the relative effect of product attributes and
products. See complete article for more details.

choice

multinomial
logit

4 additional holdout
choice sets. A
validity test shows
that this procedure
can compete with
state-of-the-art CBC
methods.

HIT-CBC avoids the problem of numberof-levels effect because it reduces every

attribute to two levels. HIT-CBC
introduces the possibility of using
individualized willingness-to-pay
measures as price levels, which results
in more flexibility for modeling demand
functions

d no-choice multinomial logit model, and the nested no-choice multinomial logit model using the Dh a reference design, which is constructed while ignoring the no-choice option, in terms of estimation and
g a no-choice experiment only has a marginal effect on the estimation and prediction accuracy as long as

11-point scale

ordinary least
squares (OLS)

Price has a substantive

impact on choice alone, while a strong
brand name is helpful for the service
provider only in the
consideration stage. See complete
article for more results.

enalty factor of 3 (AIC3), is clearly the best criterion to use across a wide variety of model specifications and
ee complete article for more details

n and its multivariate variant; canonical analysis; factor analysis; cluster analysis; regression
egmentation, the authors reach the conclusion that traditional K-means clustering fails to produce segments
n modelling generats segments that have clear marketing strategy potential

Rank order

Choice

linear
regression

Multinomial
logit

In terms of validity,
both methods do not
show satisfactory
results for measuring
WTP.

In low involvement situations VA seems

to be able to reproduce WTP better than
LCA. For high involvement products the
results are contradictory.

Predicted choice
probability

No substantial differences in the choice

decisions made by using psyhical
prototype stimuli and realistic pictorial
presentation and also the warm up or
training didn't had significant influence
on internal validity. See complete
article for more details

Rating

Seven-point
scale ranging
from little
preference
to a lot of
preference

full ranking

Regression
model

ANOVA

Follow-up sample

The main explanation for the differences

observed in selling
prices and cost structures of competing
value systems lay not in the interface
costs between value
chains such as logistics, as expected,
nor only in advertising costs, but in the
internal costs of individual value system
members

The effects of visual complexity and

symmetry on consumers preferences
depend on the
product value to which consumers paid
attention

The conjoint results indicate that

perceptions about packaging technology
(portraying
convenience) play the most important
role overall in consumer likelihood to
buy

conjoint data and explore the performance of these new dynamic models, incorporating individual-level
benefits versus static models. The authors also introduce the idea of an unbiased dynamic estimate, and
when parameter dynamics are present. See complete article for more details

ch to statistics where the posterior distribution is derived from the prior distribution and the likelihood.
the analysis. In a conjoint analysis, it provides an answer to the question "Given the data at hand, what do
ally relevant than the corresponding frequentist question concerning performance of an estimator across

d models and more general explanations with which to understand and isolate the cause of these
ns reduce response error. Contrary to common wisdom, orthogonality (efficiency) in metric questions

bia et al. (2004) and standard logistic regression; is less sensitive to noise, high response error; is relatively
important to combine the proposed method with a method similar in spirit for designing questionnaires) it's
milar to that of HB and estimates the interaction coefficients significantly better than all other methods

choice

MNL and
correlated probit

100-point
preference
scale

Regression
model

Choice

They used as a
comparation 4
methods: HB,
AC, ACi and Ace.
See complete
article for more
details.

follow-up question

The average representation of

preferences changes relatively little
using the loss function approach.The
use of a normal distribution with mean 0
minimizes the adjustments at the
individual level, and it is simple to
illustrate the differences between the
constrained and unconstrained analysis.
See complete article for more details.

Holdout exercise

The authors explored how

the richness of preference models used
in traditional conjoint analysis
techniques could be leveraged to
design online decision aids without
requiring the extensive and detailed
inputs usually necessary for
these kinds of models. The
stepwise componential regression
method achieved the same predictive
accuracy as a full conjoint analysis

Holouts validation
choice questions

The authors provide a probabilistic

interpretation of polyhedral methods
and propose improvements that
incorporate response error and/or
informative priors into individual-level
question selection and estimation. See
complete article for more details

he method using a series of Monte Carlo simula-tions. The findings confirm that the polyhedral algorithm is
compared to the number of parameters. By isolating the impact of the question design component, they
tions. Their simulations suggest that hybrid polyhedral ques-tion-selection methods could be used to

Author(s)

Title

Year

Journal

Topic

2010

Journal of the
Academy
Marketing
Science

Consumer Preferences for

online music, market
segmentation and willingnessto-pay

2004

Journal of the
Academy
Marketing
Science

Understanding salespersons'
preferences for various contest
designs

2002

Journal of
Marketing
Research

The heterogeneity in selfstated and estimated partworths in hybrid conjoint

studies and their relationship.
The authors reanalyze the
data collected by Srinivasan
and Park (1997), who studied
MBA students who were
choosing among job offers

2004

Journal of
Marketing
Research

The problem of incomplete

attribute information and the
potential pitfalls of imputing
missing attribute levels

When Absence Begets

Alba J., Cooke A.D.J. Inference in Conjoint
Analysis

2004

Journal of
Marketing
Research

A comment on the
model developed by Bradlow,
Hu, and Ho

Rao V.R.

Comments on Conjoint
Analysis with Partial
Profiles

2004

Journal of
Marketing
Research

A comment on the
model developed by Bradlow,
Hu, and Ho

Rubin D.

Design and Modeling in

Conjoint Analysis
with Partial Profiles

2004

Journal of
Marketing
Research

A comment on the
model developed by Bradlow,
Hu, and Ho

Bradlow E.T., Hu Y.
and Ho T.

Modeling Behavioral
Regularities of
Consumer Learning in
Conjoint Analysis

2004

Journal of
Marketing
Research

Note of the authors proposing

several extensions of their own
model of consumer learning in
conjoint analysis

Music for free? How free adPapies D., Eggers F.

funded downloads
and Wlmert N.
affect consumer choice

Sales Contest Effectiveness:

Murphy W., Dacin P. An Examination of Sales
and Ford N.
Contest Design Preferences
of Field Sales Forces

Bayesian Prediction in Hybrid

Hofstede F.T., Kim Y.
Conjoint
and Wedel M.
Analysis

Bradlow E.T., Hu Y.
and Ho T.

A Learning-Based Model for

Imputing Missing Levels in
Partial Conjoint Profiles

Ding M., Grewal J.

and Liechty J.

Haaijer R.,
Kamakura W. and
Wedel M.

Incentive-Aligned Conjoint
Analysis

Response Latencies in the

Analysis of
Conjoint Choice Experiments

Polyhedral Methods for

Toubia O., Hauser J.
Adaptive Choice-Based
and Simester D.
Conjoint Analysis

Hierarchical Bayes Versus

Finite Mixture Conjoint
Andrews R., Ansari
Analysis Models: A
A. and Currim I.
Comparison of Fit, Prediction,
and Partworth Recovery

2005

Journal of
Marketing
Research

The authors propose the

incentive-aligned conjoint
analysis instead of
hypothetical studies. Field
experiment in a Chinese
restaurant (S1) and a second
study that uses snacks as the
context (S2)

Journal of
2000 Marketing
Research

The authors use filtered

response latencies to scale the
covariance matrix of a
multinomial probit model and
show that this leads to better
model fit and holdout
predictions. They used data
from a technological product,
collected by
Sawtooth Systems.

Journal of
2004 Marketing
Research

The authors propose a CBC

question-design method
that adapts questions by using
the previous answers from
that respondent (i.e.,
individual adaptation)

Journal of
2002 Marketing
Research

The authors reanalyze the idea

of Vriens, Wedel, and Wilms
(1996) who founded that finite
mixture (FM) conjoint models
had the best overall
performance of nine conjoint
segmentation
methods in terms of fit,
prediction, and parameter
recovery.

Journal of
Marketing

The authors did a dynamic

presentation of
complementary methods for
understanding customer-needs
combinations: truck example

Journal of
Marketing

The authors develop a

conceptual framework of how
relationship and marketing
variables influence choice of
supplier and test the
framework empirically in the
context of business-tobusiness services.

The Last Picture Show? Timing

and
Journal of
2007
Order of Movie Distribution
Marketing
Channels

The authors discuss different

scenarios and their
implications for movie studios
and other industry players,
and barriers for the
implementation of the
revenue-maximizing
distribution models are
critically reflected.

A cross-validity comparison of
rating-based and choicebased conjoint analysis
models

International
Journal of
Research in
Marketing

The paper compares OLS,

hierarchical Bayes (HB), and
latent segment, rating-based
conjoint models to HB and
latent segment choice-based
conjoint models.

International
Journal of
Research in
Marketing

The authors propose an

alternative mechanism to
incentive-align conjoint based
on inferred rank order for
situations where conjoint
practitioners have more than
one version of real products

Listening In to Find and

Urban G.L., Hauser Explore New
J.R.
Combinations of Customer
Needs

Choice of Supplier in
Wathne K. H., Biong Embedded Markets:
H. and Heide J.B. Relationship and Marketing
Program Effects

Hennig-Thurau T.,
Henning V., Sattler
H., Eggers F., and
Houston M. B.

Moore W.L.

Dong S., Ding M.

and Huber J.

A simple mechanism to
incentive-align conjoint
experiments

2004

2001

2004

2009

International
Journal of
Research in
Marketing

The authors analyze

consumers' preferences for 9ending versus 0-ending
prices at the individual level.
Two product categories:
chocolate drinks and
notebooks

International
Journal of
Research in
Marketing

A comparison of the random

coefficients model (RCM) and
the latent class model (LCM)
using simulated data
illustrates that the RCM
dominates the LCM if the
underlying distribution is
strictly continuous. Application
to the mineral water market

International
Journal of
Research in
Marketing

The authors are trying to find

the answer to the question:
how to turn the available
plentitude of individual
consumer opinions into
aggregate consumer
preferences? Product review
data from the mobile phone
market

Hybrid individualized twolevel choice-based conjoint

(HIT-CBC): A new method for
Eggers F., Sattler H.
2009
measuring preference
structures with many attribute
levels

International
Journal of
Research in
Marketing

The authors introduce hybrid

individualized two-level
choice-based conjoint (HITCBC), which combines
self-explicated preference
measurement (SE) with
choice-based conjoint analysis
(CBC). The authors tested HITCBC in an empirical study
pertaining to European flights

Models and optimal designs

Vermeulen B., Goos
for conjoint choice
P. and Vandebroek
experiments including a
M.
no-choice option

International
Journal of
Research in
Marketing

The improvement of realily of

an experimental conjoint
analysis by using a no-choice
option in a choice set

Baumgartner B.,
Steiner W.J.

Are consumers heterogeneous

in their preferences for odd
and even prices?
2007
Findings from a choice-based
conjoint study

Capturing consumer
Otter T., Tuchler R., heterogeneity in metric
and Frqhwirthconjoint analysis
Schnatter S.
using Bayesian mixture
models

Decker R., Trusov

M.

Estimating aggregate
consumer preferences from
online product reviews

2004

2010

2008

2009

International
Journal of
Research in
Marketing

The first research which

combines conjoint analysis
with a between-subjects
experimental design to test
the effect of contingency
factors. Experiment on factors
influencing the choice of a
research market company.

Retention of latent segments

Andrews R., Currim
in regression-based marketing 2003
I.
models

International
Journal of
Research in
Marketing

This study investigates via

simulation the performance of
seven segment
retention criteria used with
finite mixture regression
models for normal data

Wuyts S., Verhoef

P.C., and Prins R.

Partner selection in B2B

information service markets

Kim T., Lee H.

External validity of market

segmentation methods
A study of buyers of prestige
cosmetic brands

The article compares and

validates the results of two
European Journal
2009
clustering methods for the
of Marketing
segmentation of the market
for prestige cosmetics in Korea

Sichtmann C.,
Stingel S.

Limit conjoint analysis and

Vickrey auction as methods to
elicit consumers willingnessto-pay
An empirical comparison

This paper aims to analyze the

differences in WTP elicited by
European Journal conjoint analysis (LCA) and
2007
of Marketing
Vickrey auctions (VA) methods
and their validity in high and
low involvement situations.

Methodological issues in
conjoint analysis: a case
study

The authors did a choicebased conjoint study for

measuring the consumer
preferences for pre-packed
apple selection packs. They
European Journal
2001
also discuss the differences
of Marketing
between psyhical prototype
stimuli and realistic pictorial
presentation and the need of
prior training and warm-up of
the respondents

Jaeger S. R.,
Hedderley D. and
MacFie H. J. H.

Price and quality competition

between brands and own
Davies G., Brito E.
brands
A value systems perspective

Conjoint analysis is used to

measure the quality of the
competing products by
European Journal comparing the ratings given
2004
of Marketing
by consumers for the edible
products and available
chemical analysis for
detergents

Product value importance and

consumer preference for
visual complexity and
symmetry

This paper therefore, seeks to

assess how preference for
European Journal visual complexity and
2010
of Marketing
symmetry depends on the
type of product value that is
important to people

The importance of packaging

Silayoi P., Speece M attributes: a conjoint analysis
approach

The paper aims to investigate

the need for information
European Journal
2007
regarding the consumer
of Marketing
psychology for developing
packages

Creusen M.,
Veryzer R. and
Schoormans J.

Dynamic Models Incorporating

Liechty J.C., Fong Individual Heterogeneity:
2003
D. and DeSarbo W. Utility Evolution in Conjoint
Analysis

Liu Q., Otter T. and Investigating Endogeneity

Allenby G.
Bias in Conjoint Models

The Impact of Utility Balance

Hauser J., Toubia O. and Endogeneity in
Conjoint Analysis

2007

2005

Marketing
science

the structure underlying

preferences can change during
the administration of repeated
measurements (e.g., conjoint
analysis) and data collection
because of effects from
learning, fatigue, boredom,
and so on

Marketing
science

The authors re-examine the

endogeneity bias identified by
Hauser and Toubia (HT), and
explain its presence using
traditional econometric
methods

Marketing
science

The authors use formal

models, simulations, and
empirical data to suggest that
adaptive metric
utility balance leads to
partworth estimates that are
relatively biasedsmaller
partworths are upwardly
biased relative to larger
partworths.

Evgeniou T.,
Boussios C. and
Zacharia G.

Generalized Robust Conjoint

Estimation

Market Share Constraints and

Gilbride T., Lenk P., the Loss Function
and Brazell J.
in Choice Based Conjoint
Analysis

Offering Online
De Bruyn A.,
Recommendations with
Liechty J., Huizingh Minimum Customer Input
E. and Lilien G.
Through Conjoint-Based
Decision Aids

Probabilistic Polyhedral
Methods for
Toubia O., Hauser J.
Adaptive Choice-Based
and Garcia R.
Conjoint Analysis:
Theory and Application

Toubia O., Simester Fast Polyhedral Adaptive

D. and Hauser J. Conjoint Estimation

2005

2008

2008

2007

2003

Marketing
science

They propose a method based

on computationally
efficient optimization
techniques. They compare
their method with standard
logistic regression, hierarchical
Bayes, and the polyhedral
methods using standard,
widely used simulation data

Marketing
science

This paper presents a

Bayesian decision
theoretic approach to
incorporating base case
market shares into conjoint
analysis via the loss
function. Simulated
data for both the multinomial
logit and correlated probit
discrete choice models.

Marketing
science

The authors compare compare

three algorithms
cluster classification, Bayesian
treed regression, and stepwise
componential regressionto
develop an optimal sequence
of questions and predict online
visitors preferences

Marketing
science

Polyhedral methods for choicebased conjoint analysis. the

authors tested the following
four question-selection
methods:orthogonal design;
aggregate customization;
deterministic polyhedral;
probabilistic polyhedra.Wine
industry

Marketing
science

They propose and test a new

adaptive conjoint analysis
method that draws on recent
polyhedral interior-point
developments in mathematical
programming.

Preference
model

Data collection method

Stimulus set construction

Part-worth
function, 6
attributes, 4-5
levels,

Full profile, 2 540

respondents

Random sampling, 3 stimuli and a no- Verbal

choice-option
description

Part-worth
function 5
attributes, 2-3
levels,

Full profile, 796 respondents

Fractional factorial design with SPSS

ORTHOPLAN, 16 full profiles

Full profile, 108 MBA

students

Fractional factorial design, 18 profiles, Verbal

as well as 6 holdout profiles
description

Part-worth, 2
attributes at 2
levels,
3attributes at
3 levels, 2 at 4
levels, and 1 at
6 levels
They present a
clarification of
the original
model, propose
an integration of
several new
imputation rules
add new
measurement
The
authors
metrics
for ask
The
authors
ask
Vector
model,
6
for
solutions
to
pattern
for:
other
attributes,ways
2
attribute
density
matching,
and
to
conceptualize
levels
in
conjoint
draw
a roadmap
the problem,
research
such
for
further
realmanagerial
as:
to
world
tests.
The
aspects
of the
understand
authors
also
BHH procedure
,
whether
and
discuss
the role general
of
price
how
modeling
in solving the
respondents
challenges
when
problem and
a
deal
researchers
data with
collection
missing
want
to
procedure
for
information,
to
mathematically
partial profiles.
reduce
density
define
and
One
or
two
of
The
author
before
the
integrate
the
previous
proposes
the
implementation
behavioral
profiles
need to
usethe
of conjoint
posterior
of
regularities
be
completeinto
predictive
procedure
and
traditional
(not
partial).
checks
in for
the
need
quantitative
Issues
regrding
evaluation
of
crossdomains.
They
BHHs
the
models
disciplinary
conclude
bywork
assumption
of
suggesting
the
several
critical of
independence
success
factors
counts when
for
modeling
multiple
behavioral
attributes are
regularities
in
missing
marketing. The
authors
encourage
collaborations
not only
between
behavioral

The model assumes that

consumers learn
and update after each stimulus
(partial profile) about the
20 digital
pattern underlying the product camera profiles, 4 as holdouts for
attributes, their levels, and the validation
correlations between them.
Experiment: Full profile 130
undergraduate students

Stimulus
presentation

Verbal
description

Verbal
description. The
learning basedmodel was
based on a
experiment
composed of
two phases:
learning
(prior) and
rating.

Fractional factorial design. S1: 3

groups of 12 choice
sets. Each choice set had 3 profiles
(Chinese meals) and
a none of the above option. The
restaurant served the meal they
chose. S2: 27 conjoint tasks, 30
unique snack combos for the holdout
task

S1: part-worth
model, 8
attributes, 2-4
levels S2: 4
attributes, 2-5
levels

Full profile, S1:108

undergraduate and
graduate students, S2: 59
senior undergraduate
students

Vector model, 6
attributes, 2-6
levels: brand
(6), speed (4),
technological
type (6),
digitizing
option (3),
facsimile (2),
and price (4)

Random sampling, 20 individualized

Full profile, 200 respondents choice sets with 3 alternatives and a
one no choice

Path worth, 8
attributes, 2-4
levels

Path worth, 6
product
attributes at 3
levels each

Physical
products

Verbal
description

Full profile, 354 Web-based

respondents

Before respondents
answered the stated-choice questions,
they reviewed
detailed descriptions of the levels of
each feature and could
access the descriptions at any time by
clicking the features
logo. 4 sets with 8 features

Verbal
description

Full profile, 150 consumers

Each data set contains the

evaluations of 150 consumers
on either 18 or 27 profiles (Factor 6).
See complete article for more details.

Verbal
description

(more than 1000

Web-based
respondents).
The application
identified
opportunities for
new truck
platforms worth
approximately
$2.4 billion$3.2
billion and $1
billion$2 billion,
respectively. The
authors
compared
complementary
methods for
understanding
customer-needs
combinations:
Qualitative and
Vector model, 4
ethnographic,
factors each
Tailored
with 2 levels
Interviews,
Segmentation,
Interest or
intent, AIO
studies, Conjoint
analyses, Truck
clinics, Listening
in. See complete
article for more
details.
Part-worth, 5
attributes, 2-5
levels

Part-worth, 7
attributes, 3
levels

Part-worth,
7attributes,
each with 3
levels

Full profile, 114 customer

accounts, 37 key account
managers

16 cards

Verbal
description

Full profile, 1770 consumers

Random sampling, seven choice sets

and a no consumption option

Verbal and
pictorial
description

S1: Full profile, (88)

S2: Full profile (89
respondents)

S1: Fractional factorial design, 16

profiles, as well as 6 holdout profiles,
S2: 16
choice sets, 1 which included 2
automobiles as well
as the option to continue to shop

Verbal
description

S1: 36 profiles produced by SAS

experimental design were divided into
Full profile S1: 41 and S2: 44
12 sets with 3
respondents
profiles for each conjoint choice set,
S2: 19 options plus the option of no
purchase

Verbal
description

part-worth, 2
attributes, 5 and
3 levels

Full profile, 167 students

Fractional factorial design, 18 choice

sets

Verbal
description

part-worth, 2
attributes, 3 and
5 levels

Full profile, 213 Austrian

consumers

Fractional factorial design, 15

different product-profiles

Verbal
description

Full-text reviews, 20,419

online product reviews

The recommended negative binomial

regression (NBR) model is supported
by an additional ACA study using the
concerning attributes. This
evaluation identifies benefits that can
result when combining both methods
to reach a more reliable estimation of
the preferences existing in a market
of interest. The suggested
methodology enables the estimation
of parameters, which allow inferences
on the relative effect of product
attributes and brand names on the
overall evaluation of the products.
See complete article for more details.

Full profile, 100 simulated

respondents

fractional factorial design, 3

alternatives and an additional none
option

part-worth, 23
attributes, 2-4
levels
The authors
developed
optimal designs
for the nochoice
multinomial
part-worth, CBC:
logit model, the
3 attributes, 3,5
extended nolevels, The HITchoice
CBC reduces the
multinomial
number of levels
logit model, and
at two: the best
the nested noand worst level,
choice
the authors
multinomial
started the
logit model
empirical study
using the Dwith 6
optimality
attributes, 3-6
criterion and the
levels
modified
Fedorov
algorithm and
compare these
optimal designs
with a reference
design, which is
constructed
while ignoring
the no-choice
option, in terms
of estimation
and prediction
accuracy. They
conclude that
taking into
account the nochoice option
when designing
a no-choice

Verbal
description

Taking into
account the
existance of this
TheLinear,
study shows
six
segmentation
that
one
attributes
methods: of two Full profile, 133 respondents
criterion,
levels each,
automatic
Akaikes
interaction
Information
detection and its
Criterion (AIC)
multivariate
with a pervariant;
parameter
canonical
penalty factor of
analysis; factor
3 (AIC3), is
analysis; cluster
clearly the best
analysis;
criterion to use
regression
across a wide
analysis;
variety of model
discriminant
specifications
analysis;
and data
multidimensiona
configurations,
l scaling;
having the
conjoint analysis
highest success
and
rate and
componential
producing very
segmentation,
low parameter
the authors
bias. See
reach the
complete article
conclusion that
for more details
traditional Kmeans
clustering fails
to produce
Part-worth, 3
Full profile, 179 online
segments that
attributes, 3,2,3
interviews
could have been
levels
useful in
practice,
whereas the
innovative
alternative of
mixture
regression
modelling
generats
segments that
Part-worth,
4
have
clear
attributes, 2-4
Full profile, 120 subjects
marketing
levels
strategy
potential

fractional factorial design,

Verbal
description

Fractional factorial design, 3 sets, 16

stimuli

verbal
description

Fractional factorial design, 15 choice

sets, 4 stimuli

Psyhical
prototype
stimuli,
photographic
images and
verbal
description

Part-worth, 2
attributes, 3
levels

Full profile, 200 respondents

Vector, 2
The
authors 2
attribute,
propose
a new
levels, preferred
class
ofof each
level
Full profile, 422 respondents
hierarchical
visual design
dynamic
principle (high
Bayesian
or low)
models applied
The
authors
to simulated
reach
thedata
conjoint
conclusion
and explorethat
the
the
likelihoodof
performance
Part-worth,
principle
is 5
these
new
attributes,
Full profile, 305 respondents
implicit
to
the2
dynamic
levels
Bayesian
models,
approach
to
incorporating
statistics
where
individual-level
the
posterior
heterogeneity
distribution
is
across a number
derived
from
of possible the
prior
typesdistribution
of
and
the effects
dynamic
likelihood.
demonstrating
Bayesian
the derived
analysis
benefits versus
conditions
on
static models.
the
to and
draw
The data
biases
authors
also
inferences
about
inefficiencies
introduce the are
unobservable
real
in the
idea and
of an
parameters
in
direction
unbiased
the
analysis.
In
predicted.
dynamic The
a
conjoint
authors
provide
estimate, and
analysis,
it
stylized
models
demonstrate
provides
an
and
that more
using a
answer
to the
general
counterbalanced
question
explanations
design is "Given
the
data
atfrom
with
which
to
important
hand,
what
do
understand
andI
an estimation
know
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isolate
the the
perspective
part-worths?"
cause
of these
when parameter
Their
vieware
is
phenomena.
dynamics
that
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answer
Furthermore,
present. See
to
this question
empirically,
they
complete
article
is
find
no evidence
formore
more
details
managerially
that metric
relevant than
utilitybalanced
the
questions
corresponding
reduce response
frequentist
error.
Contrary
question
to common
concerning
wisdom,
performance of
orthogonality
an
estimatorin
(efficiency)
across
metric multiple
questions
datasets.toSee
appears
be a
complete
article
more important

Fractional factorial design, 3 products

from the same category,

Psyhical
products

Fractional factorial design, 8 VCR

products

Realistic
pictures,
pictorial model

fractional factorial design, 8

combinations from 32 possible
scenarios

verbal and
visual

less sensitive to
noise, high
response error;
is relatively
weaker when
data from an
orthogonal
design are used.
(this limitation
indicates that it
may be
important to
combine the
proposed
method with a
method similar
in spirit for
designing
questionnaires)
it's a simple
method for
handling
heterogeneity
lead to
MNL: 1
promising
attribute,
results with 4
levels, CBC: 20
performance
binary
attributes
often similar
to
and
the
that of HBprice
and
estimates the
interaction
coefficients
significantly
better than all
other methods

Part-worth, 5
attributes,
The method 2,3
levels
uses centrality
con-cepts and
ellipsoid shape
approximations.
The authors
tested the
method using a
series of Monte
Carlo simulations. The
findings confirm
that the
Part-worth, 5
polyhedral
featuresisat 4
algorithm
levels each
particularly
suited to
contexts where
re-searchers are
limited to asking
relatively few
questions
compared to the
number of
parameters. By
isolating the
impact of the
question design
component,
they found that
the relative
accuracy of the
method is due,
at least in part,

Full profile, MNL: 300

respondents, CBC: 425
respondents

MNL: 12 choice sets per respondent,

CBC: 15
choice sets of 3 alternatives

4 partially
Full profile, 616 graduate and balanced blocks using an orthogonal
undergraduate students
fractional factorial
design

Full profile, 2,255 wine

consumers

2 sets of 12 choice-based questions,

The first 10 questions
of each set were designed by a
different method (the
order was rotated), The last 2
questions were randomly
selected holdouts. See complete
article for more details.

Verbal
description

Psyhical
products

Pictorial and
verbal
description

Measurement
scale
Estimation
dependent
method
var.
Choice

Multinomial
logit

Rank order, 1
(the most
preferred)
Scheffe tests
to 16 (the
least
preferred)

Method for testing

the validity

Observations

Mean absolute error

The authors analyze the attractiveness

of online music business models from
the consumers perspective

Pretest feedback

The results lead to an improved

awareness of the determinants
of contest design preferences as well as
insights and implications for sales
managers seeking to design effective
contests

Selfexplicated
and rating
scores. The
model
estimates a
set of scaling
constants for
each
respondent

They developt a
finite mixture
The model has
regression
important influnce
model for full
on predictive validity
profile
of CA
conjoint

The authors compare various

segmentation methods for conjoint
analysis and show that the finite
mixture regression approach by
DeSarbo and colleagues
(1992) has the highest predictive
validity

Rating scale,
09 Likert
scale, choice

Hierarchical
Bayesian
approach to
account for
heterogeneity

The model helps to select pairs that

have the highest likelihood of canceling
out those missing attributes. The results
show that consumers imputation
processes can be influenced by
manipulating their prior information
about a product category

4 as holdouts for
validation

Rating 17
agree
disagree
scale, choice

Insample
hit rate and log- Out-of-sample
marginal
predictions
probability

The results provide

a strong motivation for conjoint
practitioners to consider conducting
studies in realistic settings using
incentive structures that require
participants to live with their
decisions. See complete article for more
details.

Choice

choice

choice

They develop a
multinomial
probit (MNP)
model

HB and AC

Finite mixture,
HB models

Including response times in choice

models results in better fit, provides
more narrow confidence
intervals of the choice model parameter
estimates, reduces heterogeneity, and
provides better holdout predictions. if
subjects spend
more time processing the information
presented on the alternatives,
choice heterogeneity decreases

The authors explore whether the

success of aggregate customization can
be extended to individual-level adaptive
question design. The simulations
suggest that polyhedral question design
does well in many domains, particularly
those in which heterogeneity and
partworth
magnitudes are relatively large

The authors show that FM and HB

models are equally effective in
recovering individual-level
parameters and predicting ratings of
holdout profiles. Two surprising findings
8 additional holdout are that (1) HB performs well even when
profiles to
partworths come from a
assess the predictive mixture of distributions and (2) FM
validity
produces good parameter estimates,
even at the individual level. The authors
show that both models are quite robust
to violations of underlying assumptions
and that traditional individual-level
models overfit the data

Rating scale 1
to 16

choice

Rating scale,
010 scale
and second
study choice

Choice

they used two

ordinary least
squares
regression
models

pretests

The results show that: interpersonal

relationships between buyers and
suppliers serve as a switching barrier
but are considerably less important than
both firm-level switching costs and
marketing variables, interpersonal
relationships do not play the frequently
mentioned role of a buffer against price
and product competition, buyers and
suppliers hold systematically
different views of the determinants of
switching.

Hierarchical
Bayes routine

They used the

remaining two tasks
for reliability and
validity testing. They
also did a external
validity check

The authors find

that the simultaneous release of movies
in theaters and on rental home video
generates maximum revenues for movie
studios in the United States but has
devastating effects on other players,
such as theater chains.

hierarchical
Bayesian
multinomial
logit model

Ind. Level: holdout

sets, Choice share:
MAE, BTL model was
used for rating based
conjoint and the logit
model for choicebased conjoint.

Within both rating- and choice-based

models, hierarchical Bayes models have
higher hit rate and choice share
validations than latent segment models.
there does not seem to be compelling
empirical evidence to choose
choicebased over rating-based conjoint
models (or vice versa).

Additional holdout

S1: The RankOrder

mechanism leads to substantial
improvement in predictive performance
when compared to non-aligned
hypothetical choices. S2: The RankOrder
mechanism leads to substantial
improvement in predictive performance
when compared to non-aligned
hypothetical choices

Hierarchical
Bayesian
multinomial
logit model

choice

Hierarchical
Bayes mixture
of normals
model

estimate both
8 additional
the RCM and the
evaluations of
20-point
LCM by the
the 23 full-factorial
rating scales
Markov Chain
design were
Monte
generated as holdout
Carlo methods
profiles

choice

multinomial
logit

4 additional holdout
choice sets. A
validity test shows
that this procedure
can compete with
state-of-the-art CBC
methods.

The consumer behaviour is not rational

in the sense that they prefer lower
prices to higher prices; for the consumer
with a clear brand preferences the 9ending prices is a opportunity to buy the
brand cheaper. See complete article for
more results.

RCM dominates the LCM if the

underlying distribution is strictly
continuous. The LCM was found to
dominate the RCM in the discrete
case as soon as the data conveys
enough information to support the true
number of classes. See complete article
for more details.

HIT-CBC avoids the problem of numberof-levels effect because it reduces every

attribute to two levels. HIT-CBC
introduces the possibility of using
individualized willingness-to-pay
measures as price levels, which results
in more flexibility for modeling demand
functions

11-point scale

Rank order

Choice

Price has a substantive

impact on choice alone, while a strong
brand name is helpful for the service
provider only in the
consideration stage. See complete
article for more results.

ordinary least
squares (OLS)

linear
regression

In terms of validity,
both methods do not
show satisfactory
results for measuring
WTP.

In low involvement situations VA seems

to be able to reproduce WTP better than
LCA. For high involvement products the
results are contradictory.

Predicted choice
probability

No substantial differences in the choice

decisions made by using psyhical
prototype stimuli and realistic pictorial
presentation and also the warm up or
training didn't had significant influence
on internal validity. See complete
article for more details

Multinomial
logit

Rating

Seven-point
scale ranging
from little
preference
to a lot of
preference

full ranking

Regression
model

ANOVA

Follow-up sample

The main explanation for the differences

observed in selling
prices and cost structures of competing
value systems lay not in the interface
costs between value
chains such as logistics, as expected,
nor only in advertising costs, but in the
internal costs of individual value system
members

The effects of visual complexity and

symmetry on consumers preferences
depend on the
product value to which consumers paid
attention

The conjoint results indicate that

perceptions about packaging technology
(portraying
convenience) play the most important
role overall in consumer likelihood to
buy

choice

MNL and
correlated probit

100-point
preference
scale

Regression
model

Choice

They used as a
comparation 4
methods: HB,
AC, ACi and Ace.
See complete
article for more
details.

follow-up question

The average representation of

preferences changes relatively little
using the loss function approach.The
use of a normal distribution with mean 0
minimizes the adjustments at the
individual level, and it is simple to
illustrate the differences between the
constrained and unconstrained analysis.
See complete article for more details.

Holdout exercise

The authors explored how

the richness of preference models used
in traditional conjoint analysis
techniques could be leveraged to
design online decision aids without
requiring the extensive and detailed
inputs usually necessary for
these kinds of models. The
stepwise componential regression
method achieved the same predictive
accuracy as a full conjoint analysis

Holouts validation
choice questions

The authors provide a probabilistic

interpretation of polyhedral methods
and propose improvements that
incorporate response error and/or
informative priors into individual-level
question selection and estimation. See
complete article for more details

Predicting purchase decisions with

different conjoint analysis methods:
a Monte Carlo simulation

2007

International journal
of market research

Eye-tracking information
processing in choice-based conjoint
analysis

2010

International journal
of market research

Willingness of adults in Europe to

pay for a new vaccine: the
application of discrete choicebased conjoint analysis

2002

International journal
of market research

Determining the design of childspecific adoption advertisements: a

conjoint analysis.

2005

International journal
of market research

The use of combined conjoint

approaches to improve market
share predictions

2003

International journal
of market research

Genetic Algorithms for product

design: how well do they really
work?

2003

International journal
of market research

A novel approach to modelling the

prescribing decision, integrating
physician and patient influences

2002

International journal
of market research

Information overload in conjoint

experiments

2004

International journal
of market research

An empirical comparison of
methods to measure willingness to
pay by examining the hypothetical
bias

2005

International journal
of market research

The century of Bayes

2006

International journal
of market research

Conjoint respondents as adaptive

decision makers

2007

International journal
of market research

The truth is out there! How external

validity can lead to better
marketing decisions

2009

International journal
of market research

Incorporating demographics into

discrete choice analyses

2010

International journal
of market research

Using statistical design experiment

methodologies to identify
customers needs

2009

International journal
of market research

Using partial profile choice

experiments to handle large
numbers of attributes

2010

International journal
of market research

The heterogeneous best-worst

choice method in market research

2010

International journal
of market research

The NoChoice Alternative in

Conjoint Choice Experiments

2001

International journal
of market research

An investigation of country-of-origin
effect using correspondence
analysis: a cross-national context

2004

International journal
of market research

A framework for designing new

products and services

2009

International journal
of market research

A maximum difference scaling

application for customer
satisfaction researchers

2009

International journal
of market research

Egotists, Idealists and Corporate

Animals - Segmenting Business
Markets

2002

International journal
of market research

Personal aspirations and the

consumption of luxury goods

2010

International journal
of market research

Rethinking data analysis - part two:

some alternatives to frequentist
approaches

2009

International journal
of market research

2009

International journal
of market research

2007

International journal
of market research

Unravelling concealed cognitive

structures - generalised linear
modelling of hierarchical value
maps
The choice between a five-point
and a ten-point scale in the
framework of customer satisfaction
measurement