Further Beyond Conjoint Measurement: Toward a Comparison of Methods

By Philippe CattinDick R. Wittink
1976| Working Paper No. 323

An extensive body of research in marketing and related areas concerns the collection and analysis of data to assess preference formation by individuals. Alternative methods are available to analyze the information. Based on synthetic data, metric and nonmetric procedures are compared. It appears that that metric procedures perform very well on “weak” (ordinal) data.