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Reexamining the No-Choice Option in Conjoint Analysis

Conference
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The validity of using conjoint analysis rests on the inclusion of brand names, prices, and an outside “no-choice” option in the choice task. We find that the lack of knowledge of competitive offerings and prices affects the brand part-worths but not the part-worths of other product features.  We discuss how a well-designed conjoint study mitigates the effects of this type of learning in conjoint analysis.

Greg Allenby
The Ohio State University
Peter Kurz
bms marketing research + strategy
Joel Huber
Duke University
Roger Bailey
The Ohio State University
Cheng Yu Hung
The Ohio State University
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