The No—Choice Alternative in Conjoint Choice Experiments
2001; SAGE Publishing; Volume: 43; Issue: 1 Linguagem: Inglês
10.1177/147078530104300105
ISSN2515-2173
AutoresWagner A. Kamakura, Rinus Haaijer, Michel Wedel,
Tópico(s)Consumer Market Behavior and Pricing
ResumoConjoint choice designs are frequently applied in practice, and often a base alternative is added to the design. When such a 'no-choice' base alternative is present in conjoint choice experiments a constant term should be added to the design ('X'-) matrix with attribute dummies when effects type and/or linear coding is used for the attribute levels. Not including such a constant may result in a much lower model and predictive fit and even biased estimates for the (linear) attributes.
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