Measuring Consumer Preferences Using Conjoint Poker

Authors:
Olivier Toubia;Martijn G. de Jong;Daniel Stieger;Johann Füller
Affiliations:
Columbia Business School, New York, New York 10027;Erasmus School of Economics, Erasmus University, 3000 DR Rotterdam, The Netherlands;Department of Strategic Management, Marketing and Tourism, University of Innsbruck, A-6020 Innsbruck, Austria;Department of Strategic Management, Marketing and Tourism, University of Innsbruck, A-6020 Innsbruck, Austria
Venue:
Marketing Science
Year:
2012

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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.