Response Latencies in the Analysis of Conjoint Choice Experiments

Journal of Marketing Research, Vol. 37, 2000

7 Pages Posted: 15 Feb 2014

See all articles by Rinus Haaijer

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: 2000

Abstract

Response latencies provide information about consumers' choice behavior in a conjoint choice experiment. The authors use filtered response latencies to scale the covariance matrix of a multinomial probit model and show that this leads to better model fit and holdout predictions, even if the response latencies in the holdout task are not used. The authors provide an empirical application along with a tentative explanation for the findings of the effect of response latencies.

Suggested Citation

Haaijer, Rinus and Kamakura, Wagner A. and Wedel, Michel, Response Latencies in the Analysis of Conjoint Choice Experiments (2000). Journal of Marketing Research, Vol. 37, 2000. Available at SSRN: https://ssrn.com/abstract=2395397

Rinus Haaijer

University of Groningen

P.O. Box 800
9700 AH Groningen, Groningen 9700 AV
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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