Conjoint Analysis Reliability: Empirical Findings

This paper looks at the comparative reliability of different methodological variants of the conjoint analysis procedure. It differs from previous studies in that it looks at three methods of data collection (Full Profile, Trade-Off Matrices and Paired Comparison), two levels of a key attribute (price) across five different product categories. In addition it tests these manipulations using two different reliability assessment procedures. The results show that all manipulations have a significant effect on the reliability scores and many interaction terms are significant.