The Validity of Conjoint Analysis: An Investigation of Commercial Studies Over Time

Selka S., Baier D., Kurz P., 2014 – in Spiliopoulou, M. (Hrsg.): Data Analysis, Machine Learning and Knowledge Discovery, Springer 2014, 227-234.

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Has the validity of commercial conjoint studies changed over time?

The analysis shows no significant improvement in internal or external validity over time. In some cases, variance and uncertainty even increase.