You are not currently logged in.
Access your personal account or get JSTOR access through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
A Hybrid Utility Estimation Model for Conjoint Analysis
Paul E. Green, Stephen M. Goldberg and Mila Montemayor
Journal of Marketing
Vol. 45, No. 1 (Winter, 1981), pp. 33-41
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251718
Page Count: 9
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
Increasingly, appliers of conjoint analysis are being faced with the need to reduce data collection demands on respondents while still obtaining enough data to estimate individual utility functions. The authors propose a model that combines the ease of self-explicated utility measurement with the greater generality of decompositional models to develop estimated utility functions that maintain individual differences. The model is applied to a conjoint study involving physicians' evaluations of a new antibiotic drug. The paper concludes with suggestions for possible extensions of the approach.
Journal of Marketing © 1981 American Marketing Association