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An Empirical Assessment Of Stimulus Presentation Mode Bias In Conjoint Analysis, Debi P. Mishra, Junhong Min, M. Deniz Dalman

College of Business Publications

Conjoint analysis, which aims to uncover the optimal combination of attributes influencing customer choice, is widely used by marketers to predict the success of new product and service introductions. In recent years, researchers have incorporated considerable mathematical sophistication into conjoint models and extended its domain to diverse areas such as pricing, market share, profitability, product positioning, distribution channels, and advertising. Despite these advances, the predictive power of conjoint applications is often compromised by response biases and measurement errors. The purpose of this research is to isolate and investigate the impact of one such bias that arises from the manner in …