TY - JOUR
AU - Montemayor, Mila
AB - Increasingly, appliers of conjoint analysis are being faced with the need to reduce data collection demands on respondents while still obtaining enough data to estimate individual utility functions. The authors propose a model that combines the ease of self-explicated utility measurement with the greater generality of decompositional models to develop estimated utility functions that maintain individual differences. The model is applied to a conjoint study involving physicians’ evaluations of a new antibiotic drug. The paper concludes with suggestions for possible extensions of the approach.
TI - A Hybrid Utility Estimation Model for Conjoint Analysis
JF - Journal of Marketing
DO - 10.1177/002224298104500104
DA - 1981-01-01
UR - https://www.deepdyve.com/lp/sage/a-hybrid-utility-estimation-model-for-conjoint-analysis-mEgQ3t24sx
SP - 33
EP - 41
VL - 45
IS - 1
DP - DeepDyve
ER -