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 |
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Pages (from-to) | 138-156 |
Number of pages | 19 |
Journal | Marketing Science |
Volume | 31 |
Issue number | 1 |
DOIs | |
Publication status | Published - 2012 |