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The 'No-Choice' Alternative in Conjoint Choice Experiments

International Journal of Market Research Vol. 43 Quarter 1, 2001

14 Pages Posted: 14 Feb 2014  

Rinus Haaijer

University of Groningen

Wagner A. Kamakura

Rice University

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

Date Written: 2001

Abstract

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

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

Rinus Haaijer

University of Groningen

P.O. Box 800
9700 AH Groningen
Netherlands

Wagner A. Kamakura (Contact Author)

Rice University ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States
(713) 348-6307 (Phone)

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

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