Abstract
This empirical investigation examines variations in measures of predictive validity of conjoint measurement solutions as a result of using different data collection procedures. The two most commonly used conjoint methods are comparatively evaluated: Multiple-Factor-Evaluation (MFE) and Two-Factor-Evaluation (TFE). The results show on an average basis the validity measures reported for both procedures are extremely good.
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Segal, M.N., Gates, R.H. (2015). An Empirical Examination of Predictive Validity of Alternative Conjoint Data Collection Procedures. In: Bellur, V. (eds) Marketing Horizons: A 1980's Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10966-4_53
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DOI: https://doi.org/10.1007/978-3-319-10966-4_53
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