Estimation of Attribute Weights from Preference Comparisons
AbstractThe multi-attribute utility model serves as a basis for many marketing decisions such as new product planning and advertising message selection. The estimation of individuals' attribute weights can be performed using several data types and estimation techniques. There is evidence to suggest that the estimates derived from ordinal preference data through linear programming show greater stability and predictive validity. In this paper we address two fundamental issues which have not been addressed in the context of this latter type estimation: the theoretical foundations for estimating cardinal utility functions from ordinal preference data and the properties of the linear programming estimators. First, we establish the theoretical foundations from economics, mathematical psychology, and decision analysis of obtaining a cardinal (interval scaled) multi-attribute function from ordinal data. This leads us to recommend that in addition to the collection of paired preference comparisons, also comparisons of pairs of pairs be collected. We then describe the type of errors which are likely to arise in the measurement stage, and their relationship to the phenomenon of intransitivities. We formulate a linear program, LINPAC, for the estimation of attribute weights from the above preference data. The previously proposed LINMAP procedure is a special case of this formulation when only the information on the paired preferences is utilized. Next, the statistical properties of the estimators, such as uniqueness, unbiasedness, consistency and efficiency, are examined. Then, through a simulation study we examine the rate of convergence of the estimated weights to the true weights as a function of the number of brands. In the simulation study we also examine the conditions under which the estimators outperform equal weights and compare the estimates derived from LINPAC with those derived from LINMAP. Finally, the estimation procedures are examined with actual data while the simulation results, an equal weights model, and a stated weights model serve as benchmarks.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by INFORMS in its journal Management Science.
Volume (Year): 30 (1984)
Issue (Month): 7 (July)
marketing; attribute weights; estimation; linear programming;
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Doumpos, Michael & Zopounidis, Constantin, 2011. "Preference disaggregation and statistical learning for multicriteria decision support: A review," European Journal of Operational Research, Elsevier, vol. 209(3), pages 203-214, March.
- András Farkas, 2011. "Budapest Bridges Benchmarking," Proceedings- 9th International Conference on Mangement, Enterprise and Benchmarking (MEB 2011), Óbuda University, Keleti Faculty of Business and Management.
- Doumpos, Michael & Zopounidis, Constantin, 2004. "Developing sorting models using preference disaggregation analysis: An experimental investigation," European Journal of Operational Research, Elsevier, vol. 154(3), pages 585-598, May.
- Lakhal, Salem Y. & H'Mida, Souad & Venkatadri, Uday, 2005. "A market-driven transfer price for distributed products using mathematical programming," European Journal of Operational Research, Elsevier, vol. 162(3), pages 690-699, May.
- Vetschera, Rudolf, 1992. "Estimating preference cones from discrete choices: Computational techniques and experiences," Discussion Papers, Series 1 259, University of Konstanz, Department of Economics.
- B. P. S. Murthi & Sumit Sarkar, 2003. "The Role of the Mangement Sciences in Research on Personalization," Review of Marketing Science Working Papers 2-2-1025, Berkeley Electronic Press.
- Oral, Muhittin & Kettani, Ossama & Cinar, Unver, 2001. "Project evaluation and selection in a network of collaboration: A consensual disaggregation multi-criterion approach," European Journal of Operational Research, Elsevier, vol. 130(2), pages 332-346, April.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Mirko Janc).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.