Measuring Consumer Preferences Using Conjoint Poker

O Toubia; Martijn de Jong; D Stieger; J Fueller

doi:10.1287/mksc.1110.0672

Measuring Consumer Preferences Using Conjoint Poker

O Toubia, Martijn de Jong, D Stieger, J Fueller

Business Economics

Research output: Contribution to journal › Article › Academic › peer-review

33 Citations (Scopus)

87 Downloads (Pure)

Abstract

We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC

Original language	English
Pages (from-to)	138-156
Number of pages	19
Journal	Marketing Science
Volume	31
Issue number	1
DOIs	https://doi.org/10.1287/mksc.1110.0672
Publication status	Published - 2012

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title = "Measuring Consumer Preferences Using Conjoint Poker",

abstract = "We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC",

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AU - de Jong, Martijn

AU - Stieger, D

AU - Fueller, J

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N2 - We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC

AB - We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC

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DO - 10.1287/mksc.1110.0672

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VL - 31

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JO - Marketing Science

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Measuring Consumer Preferences Using Conjoint Poker

Abstract

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