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Schätzgenauigkeit von Conjoint-Analysen

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  • Teichert, Thorsten Andreas

Abstract

CJ-Analysen werden in der Marktforschung eingesetzt, um metrische Nutzenfunktionen zu ermitteln. Sofern die Eingabedaten in Form einer Rangordnung vorliegen, ist bei der Auswertung eine Skalentransformation vorzunehmen. Am Beispiel einer Conjoint-Anwendung wird aufgezeigt, daß hieraus deutliche Mängel in der analytisch erreichbaren Schätzgenauigkeit resultieren. Unterschiedliche Vorgehensweisen der Schätzverfahren führen zu voneinander abweichenden Lösungen. Damit treten Schätzintervalle auf, die ein Vielfaches der eigentlichen Parameter-Schätzwerte ausmachen können. Die Schätzintervalle sind in ihrer Lage und Größe unbestimmt und hängen von Erhebungsdesign, Nutzenfunktion und Fehlerterm ab. Gängige Schätzverfahren wie OLS und UNMAP liefern teilweise suboptimale Schätzwerte und können zu einer Überzeichnung individueller Teilnutzen-Schätzungen führen. Eine mögliche Verbesserung der Schätzwerte durch Simulationen wird aufgezeigt.

Suggested Citation

  • Teichert, Thorsten Andreas, 1997. "Schätzgenauigkeit von Conjoint-Analysen," Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel 444, Christian-Albrechts-Universität zu Kiel, Institut für Betriebswirtschaftslehre.
    • Handle: RePEc:zbw:cauman:444
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    References listed on IDEAS

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    3. Green, Paul E & Srinivasan, V, 1978. "Conjoint Analysis in Consumer Research: Issues and Outlook," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 5(2), pages 103-123, Se.
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