Research Archive

Measuring Consumer Preferences Using Conjoint Poker

Olivier Toubia, Martijn De Jong, Daniel Stieger, Johann Fueller

Publication type: Journal article

Research Archive Topic: Marketing

Abstract

We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC.
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Citation

Toubia, Olivier, Martijn De Jong, Daniel Stieger, and Johann Fueller. "Measuring Consumer Preferences Using Conjoint Poker." Marketing Science 31, no. 1 (2012): 138-156.


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