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  • Predictive Validity of Conjoint Analysis Results based on Best-Worst Scaling compared with Results based on Ranks Data

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    Author(s)
    Winzar, Hume
    Agarwal, James
    Khalifa, Barbara
    Ringham, Liane
    Griffith University Author(s)
    Winzar, Hume F.
    Year published
    2007
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    Abstract
    The time-consuming nature of Best-Worst deriving scales for a conjoint analysis study leads the authors to question if ranked data, which could be translated into equivalent B-W scores, might be nearly as useful. Respondents answered a B-W scaling task regarding a familiar, highly involving product category, and then two-weeks later did a sorting task on the same fractional factorial array. Conjoint analysis coefficients were calculated and values were forecast for four holdout profiles. Kendall's tau measured the extent that the holdout ranks were reproduced in conjoint predictions. Results suggest that overall the rank ...
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    The time-consuming nature of Best-Worst deriving scales for a conjoint analysis study leads the authors to question if ranked data, which could be translated into equivalent B-W scores, might be nearly as useful. Respondents answered a B-W scaling task regarding a familiar, highly involving product category, and then two-weeks later did a sorting task on the same fractional factorial array. Conjoint analysis coefficients were calculated and values were forecast for four holdout profiles. Kendall's tau measured the extent that the holdout ranks were reproduced in conjoint predictions. Results suggest that overall the rank data were comparable to the B-W data, but with greater variance.
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    Conference Title
    ANZMAC 2007 Conference Proceedings
    Publisher URI
    https://anzmac.org/
    Copyright Statement
    © The Author(s) 2007.For information about this conference please refer to the publisher's website or contact the author[s]. The attached file is posted here with permission of the copyright owner[s] for your personal use only. No further distribution permitted.
    Publication URI
    http://hdl.handle.net/10072/18921
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    • Conference outputs

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