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Dual Response in Conjoint Analysis

Conference
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Conjoint analysis often includes a no-choice option allowing respondents to opt out and not make a purchase. We evaluate a dual-response format in which respondents first select their preferred option excluding the no-choice alternative, then decide whether they would actually purchase it. Results show that respondents apply budget constraints only in the second response, separating affordability from preference. The dual-response model improves parameter estimation efficiency by 30% and corrects overestimated equilibrium prices in competitive market simulations.

Cheng-Yu Hung
The Ohio State University
YiChun Miriam Liu
Iowa State University
Jeff D. Brazell
University of Utah
Greg M. Allenby
The Ohio State University
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