Incorporating Group-Level Similarity Judgments in Conjoint Analysis

8 Pages Posted: 6 Feb 2016

See all articles by Paul E. Green

Paul E. Green

University of Pennsylvania, The Wharton School, Marketing Department (Deceased)

Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management

Wayne S. DeSarbo

Pennsylvania State University

Date Written: 1978

Abstract

While conjoint analysis has been typically applied to preference-type contexts, it is possible to include similarity judgments in the analysis as well. A procedure is reported for obtaining group-level similarity judgments to describe relationships between real objects and profile descriptions. The method is applied to respondent preferences for vacation sites.

Suggested Citation

Green, Paul E. and Rao, Vithala R. and DeSarbo, Wayne S., Incorporating Group-Level Similarity Judgments in Conjoint Analysis (1978). Journal of Consumer Research, Vol. 5, No. 3, 1978, pp. 187-193, Available at SSRN: https://ssrn.com/abstract=2727971

Paul E. Green

University of Pennsylvania, The Wharton School, Marketing Department (Deceased) ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Vithala R. Rao

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

Ithaca, NY 14853
United States

Wayne S. DeSarbo (Contact Author)

Pennsylvania State University ( email )

University Park
State College, PA 16802
United States

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