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Measuring Preferences: from Conjoint Analysis to Integrated Conjoint Experiments = Medición de preferencias: desde el Análisis Conjunto a los Experimentos Conjuntos Integrados

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  • Ramírez-Hurtado, José Manuel

    () (Departamento de Economía, Métodos Cuantitativos e Historia Económica, Universidad Pablo de Olavide, de Sevilla (España))

Abstract

When there are many attributes, experiments with Conjoint Analysis include problems of information overload that affect the validity of such experiments. The impact of these problems can be avoided or reduced by using Hierarchical Information Integration (HII). The present work aims to demonstrate how the integrated experimentscan resolve the limitations arising in Conjoint Analysis and HII, and to further establish ways to proceed in these types of situations. A variation of Louviere's (1984) original HII model, proposed by Oppewal et al. (1994), is applied in this work for the selection of mobile phones. Los experimentos de Análisis Conjunto con muchos atributos incluyen problemas de sobrecarga de información que afectan a la validez de dichos experimentos. El impacto de esos problemas puede ser evitado o reducido utilizando la Integración de Información Jerárquica (HII). El objetivo de este trabajo es mostrar cómo los experimentos integrados pueden resolver las limitaciones planteadas en el Análisis Conjunto y en el HII, estableciendo una forma de actuar para este tipo de situaciones. Una variante del modelo original de HII de Louviere (1984), propuesta por Oppewal et al. (1994), se aplica en este trabajo a la elección de teléfonos móviles.

Suggested Citation

  • Ramírez-Hurtado, José Manuel, 2010. "Measuring Preferences: from Conjoint Analysis to Integrated Conjoint Experiments = Medición de preferencias: desde el Análisis Conjunto a los Experimentos Conjuntos Integrados," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 9(1), pages 28-43, June.
  • Handle: RePEc:pab:rmcpee:v:9:y:2010:i:1:p:28-43
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    More about this item

    Keywords

    Conjoint Analysis; Hierarchical Information Integration; preferences; Análisis Conjunto; Integración de Información Jerárquica; preferencias;

    JEL classification:

    • C35 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions
    • C99 - Mathematical and Quantitative Methods - - Design of Experiments - - - Other
    • L63 - Industrial Organization - - Industry Studies: Manufacturing - - - Microelectronics; Computers; Communications Equipment

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