Compromising between information completeness and task simplicity: a comparison of self-explicated, hierarchical information integration, and full-profile conjoint methods

Harmen Oppewal, Martijn Klabbers

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Abstract

This paper compares hierarchical information integration (HII), full-profile (FP) conjoint and self-explicated (SE) approaches to preference measurement in terms of equality of preference structures, predictive abilities, and task load. HII is a method to accommodate larger numbers of attributes in conjoint tasks by structuring the task in a hierarchical fashion. The three approaches are compared in a residential preference study that involves thirteen attributes. The results confirm that conjoint approaches result in better choice predictions than self-explicated measures. No significant differences in performance are found between FP and HII with this number of attributes though there are indications that HII can outperform FP if a suitable hierarchical structure is selected. Finally, it is found that SE is the most quickly completed task but only if it is the first task that a respondent encounters
Original languageEnglish
Title of host publicationAdvances in Consumer Research
EditorsPunam Anand Keller, Dennis W. Rock
Place of PublicationDuluth MN USA
PublisherAssociation for Consumer Research
Pages298-304
Number of pages7
Volume30
Publication statusPublished - 2003
EventAssociation of Consumer Research annual conference 2002 - Atlanta, United States of America
Duration: 16 Oct 200219 Oct 2002
https://web.archive.org/web/20021220001105fw_/http://www.acrweb.org:80/acr2002/index.html

Publication series

NameAdvances in Consumer Research
PublisherAssociation for Consumer Research
ISSN (Print)0098-9258

Conference

ConferenceAssociation of Consumer Research annual conference 2002
Abbreviated titleACR North American Conference 2002
CountryUnited States of America
CityAtlanta
Period16/10/0219/10/02
Internet address

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