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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
DOI: 10.2307/1251718
Stable URL: http://www.jstor.org/stable/1251718
Page Count: 9
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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
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Abstract

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.

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