International Journal of Market Research Vol. 43 Quarter 1, 2001
14 Pages Posted: 14 Feb 2014
Date Written: 2001
Conjoint choice designs are frequently applied in practice, and often a base alternative is added to the design. When such a 'no-choice' base alternative is present in conjoint choice experiments a constant term should be added to the design ('X'-) matrix with attribute dummies when effects type and/or linear coding is used for the attribute levels. Not including such a constant may result in a much lower model and predictive fit and even biased estimates for the (linear) attributes.
Suggested Citation: Suggested Citation
Haaijer, Rinus and Kamakura, Wagner A. and Wedel, Michel, The 'No-Choice' Alternative in Conjoint Choice Experiments (2001). International Journal of Market Research Vol. 43 Quarter 1, 2001. Available at SSRN: https://ssrn.com/abstract=2395381