Traditional ratings- or rankings-based conjoint analysis has been very popular in commercial practice. Recently, the choice-based conjoint approach has become an attractive alternative for measuring preference structures. However, little is known about the extent to which both approaches produce similar results or about how they compare in terms of predictive accuracy. A conceptual and empirical comparison of ratings-based and choice-based conjoint approaches is presented. Both approaches are compared with respect to differences in relative attribute importances and predictive accuracy while controlling for task order. At the segment and aggregate level the choice-based approach clearly outperforms the ratings-based approach
To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.