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Analysis of Cardinal and Ordinal Assumptions in Conjoint Analysis

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  • Harrison, R. Wes
  • Gillespie, Jeffrey
  • Fields, Deacue

Abstract

Of twenty-three agricultural economics conjoint analyses conducted between 1990 and 2001, seventeen used interval-rating scales, with estimation procedures varying widely. This study tests cardinality assumptions in conjoint analysis when interval-rating scales are used, and tests whether the ordered probit or two-limit tobit model is the most valid. Results indicate that cardinality assumptions are invalid, but estimates of the underlying utility scale for the two models do not differ. Thus, while the ordered probit model is theoretically more appealing, the two-limit tobit model may be more useful in practice, especially in cases with limited degrees of freedom, such as with individual-level conjoint models.

Suggested Citation

  • Harrison, R. Wes & Gillespie, Jeffrey & Fields, Deacue, 2005. "Analysis of Cardinal and Ordinal Assumptions in Conjoint Analysis," Agricultural and Resource Economics Review, Cambridge University Press, vol. 34(2), pages 238-252, October.
    • Handle: RePEc:cup:agrerw:v:34:y:2005:i:02:p:238-252_00
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    Cited by:

    1. Aguilar, Francisco X. & Daniel, Marissa “Jo” & Cai, Zhen, 2014. "Family-forest Owners’ Willingness to Harvest Sawlogs and Woody Biomass: The Effect of Price on Social Availability," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 0, pages 1-21.
    2. Erik Haugom & Iveta Malasevska & Gudbrand Lien, 2021. "Optimal pricing of alpine ski passes in the case of crowdedness and reduced skiing capacity," Empirical Economics, Springer, vol. 61(1), pages 469-487, July.
    3. Aguilar, Francisco X. & Vlosky, Richard P., 2007. "Consumer willingness to pay price premiums for environmentally certified wood products in the U.S," Forest Policy and Economics, Elsevier, vol. 9(8), pages 1100-1112, May.
    4. Lewis, Darius & Gillespie, Jeffrey M., 2007. "Crawfish Peeler Preferences for the Adoption of a Potential Crawfish Peeling Machine: A Conjoint Analysis," 2007 Annual Meeting, February 4-7, 2007, Mobile, Alabama 34969, Southern Agricultural Economics Association.

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