Subjective evaluation models and conjoint measurement

Abstract

Several types of measurement and scaling models are applied to empirical data involving a sample of housewives' preferences for profile descriptions of retail discount cards. Additive conjoint measurement is used to obtain part-worth functions for the various component descriptors. In addition, subjects' self-explicated models are compared with actual rankings of the discount cards. The results of the study indicate that additive conjoint models provide good descriptions of the data and that self-explicated models also show reasonable accuracy in predicting actual rankings. However, no significant association was found between differences in evaluative behavior and a battery of attitudinal and socio-economic measurements obtained from the same subjects.