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Individualized Hybrid Models for Conjoint Analysis


  • Paul E. Green

    (The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104)

  • Abba M. Krieger

    (The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104)


Increasingly, conjoint analysts are being asked to design and analyze studies involving large numbers of attributes and/or attribute levels. Various types of approaches, including attribute bridging, Adaptive Conjoint Analysis, and hybrid models have been proposed to deal with the problem. This paper describes recent developments in hybrid modeling. Four hybrid models are described and compared in terms of their performance in an industry-based study entailing 15 product attributes. Comparisons are made in terms of internal cross-validation, market share estimates, attribute importances clustering, and its relationship to exogenous background variables. The proposed models are also compared to selected models from the transportation science literature. The authors emphasize the point that comparative model performance may strongly depend on the ways in which the models are to be used.

Suggested Citation

  • Paul E. Green & Abba M. Krieger, 1996. "Individualized Hybrid Models for Conjoint Analysis," Management Science, INFORMS, vol. 42(6), pages 850-867, June.
  • Handle: RePEc:inm:ormnsc:v:42:y:1996:i:6:p:850-867

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    Cited by:

    1. Kyle D. Chen & Warren H. Hausman, 2000. "Technical Note: Mathematical Properties of the Optimal Product Line Selection Problem Using Choice-Based Conjoint Analysis," Management Science, INFORMS, vol. 46(2), pages 327-332, February.
    2. repec:eee:ijrema:v:28:y:2011:i:1:p:1-12 is not listed on IDEAS
    3. repec:eee:ijrema:v:27:y:2010:i:1:p:25-32 is not listed on IDEAS
    4. Slavomir Bednar & Jan Modrak, 2015. "Product Variety Management As A Tool For Successful Mass Customized Product Structure," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(1), pages 16-25, DEcember.
    5. B. P. S. Murthi & Sumit Sarkar, 2003. "The Role of the Management Sciences in Research on Personalization," Management Science, INFORMS, vol. 49(10), pages 1344-1362, October.
    6. Jessica Coria & Pablo Marshall, 2001. "Valoracion De Atributos De Profesionales Universitarios," Abante, Escuela de Administracion. Pontificia Universidad Católica de Chile., vol. 4(2), pages 193-213.
    7. van der Rhee, Bo & Verma, Rohit & Plaschka, Gerhard, 2009. "Understanding trade-offs in the supplier selection process: The role of flexibility, delivery, and value-added services/support," International Journal of Production Economics, Elsevier, vol. 120(1), pages 30-41, July.
    8. Ulengin, Burc & Ulengin, Fusun & Guvenc, Umit, 2001. "A multidimensional approach to urban quality of life: The case of Istanbul," European Journal of Operational Research, Elsevier, vol. 130(2), pages 361-374, April.
    9. repec:wsi:ijimxx:v:21:y:2017:i:02:n:s1363919617500165 is not listed on IDEAS
    10. Ulengin, Fusun & Ilker Topcu, Y. & Sahin, Sule Onsel, 2001. "An integrated decision aid system for Bosphorus water-crossing problem," European Journal of Operational Research, Elsevier, vol. 134(1), pages 179-192, October.

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    conjoint analysis; computer simulation;


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