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

Research output: Contribution to journalArticlepeer-review

73 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 languageEnglish (US)
Pages (from-to)113-123
Number of pages11
JournalMarketing Letters
Volume1
Issue number2
DOIs
StatePublished - 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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