Measuring Consumer Preferences Using Conjoint Poker

Posted: 24 Oct 2012

See all articles by Olivier Toubia

Olivier Toubia

Columbia Business School - Marketing

Martijn G. de Jong

Erasmus University Rotterdam (EUR)

Daniel Stieger

University of Innsbruck

Date Written: 2012


We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC.

Keywords: conjoint analysis, product, measurement and inference, experimental economics

Suggested Citation

Toubia, Olivier and de Jong, Martijn G. and Stieger, Daniel, Measuring Consumer Preferences Using Conjoint Poker (2012). Marketing Science, Vol. 31, No. 1, 2012; pp. 138-156; DOI: 10.1287/mksc.1110.0672. Available at SSRN:

Olivier Toubia (Contact Author)

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Martijn G. De Jong

Erasmus University Rotterdam (EUR) ( email )

3000 DR Rotterdam

Daniel Stieger

University of Innsbruck ( email )

Universit├Ątsstra├če 15
Innsbruck, Innsbruck 6020

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