Ratings-Based Versus Choice-Based Latent Class Conjoint Models

Michael Wedel, Harmen Oppewal and Marco Vriens

Traditional ratings - or rankings-based conjoint analysis has been very popular in commercial practice.
  

Ratings-Based Versus Choice-Based Latent Class Conjoint Models -An Empirical Comparison

Marco Vriens Research International USA Inc.Harmen Oppewal Eindhoven University of Technology andMichel Wedel University of Groningen

 

INTRODUCTION

Methodological developments in conjoint analysis (Green & Srinivasan 1990; Louviere 1988) have created many alternatives for designing and conducting conjoint experiments. One of the issues that needs to be dealt with in the design of a conjoint experiment concerns the type of evaluation task and the corresponding models used in the analysis of these evaluations. Methodological developments have mainly focused upon ratings or...

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