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Adaptive conjoint analysis versus selfexplicated models: Some empirical results

1991; Elsevier BV; Volume: 8; Issue: 2 Linguagem: Inglês

10.1016/0167-8116(91)90021-x

1873-8001

Manoj K. Agarwal, Paul E. Green,

Transportation Planning and Optimization

Adaptive Conjoint Analysis (aca) from Sawtooth Software is a very popular software package for collecting and analyzing conjoint data. This paper compares aca to the more traditional (pencil-and-paper), self-explicated model in terms of internal validity. Internal validity (on holdout profiles) is measured by product moment correlations, first-choice hit incidence, and correct rank position incidence. Surprisingly, we found that the self-explicated model outperformed aca in terms of internal validity.