The effect of differences in the number of attribute levels on conjoint results

Dick R. Wittink; Lakshman Krishnamurthi; David J. Reibstein

doi:10.1007/BF00435295

The effect of differences in the number of attribute levels on conjoint results

Dick R. Wittink^*, Lakshman Krishnamurthi, David J. Reibstein

^*Corresponding author for this work

Marketing

Research output: Contribution to journal › Article › peer-review

86 Scopus citations

Abstract

It is well known that the range of attribute variation used in a conjoint design influences the inferred attribute importance. However, even if the range is held constant, the addition of intermediate levels can increase this importance. In this paper we show why the problem occurs for rankorder preferences. The results from an experimental study confirm the existence of a systematic influence due to the number of (intermediate) levels. Surprisingly, the problem is equally strong when rating scale preferences are collected. Several possible solutions are suggested.

Original language	English (US)
Pages (from-to)	113-123
Number of pages	11
Journal	Marketing Letters
Volume	1
Issue number	2
DOIs	https://doi.org/10.1007/BF00435295
State	Published - Jun 1 1990

Keywords

Conjoint Analysis
Rank-Order Scales
Rating Scales

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

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10.1007/BF00435295

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AB - It is well known that the range of attribute variation used in a conjoint design influences the inferred attribute importance. However, even if the range is held constant, the addition of intermediate levels can increase this importance. In this paper we show why the problem occurs for rankorder preferences. The results from an experimental study confirm the existence of a systematic influence due to the number of (intermediate) levels. Surprisingly, the problem is equally strong when rating scale preferences are collected. Several possible solutions are suggested.

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KW - Rating Scales

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The effect of differences in the number of attribute levels on conjoint results

Abstract

Keywords

ASJC Scopus subject areas

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