Automatic construction of personalized customer interfaces
Proceedings of the 11th international conference on Intelligent user interfaces
Research on Innovation: A Review and Agenda for Marketing Science
Marketing Science
Generalized Robust Conjoint Estimation
Marketing Science
The Impact of Utility Balance and Endogeneity in Conjoint Analysis
Marketing Science
Needs-based analysis of online customer reviews
Proceedings of the ninth international conference on Electronic commerce
Market Research and Innovation Strategy in a Duopoly
Marketing Science
Barter Markets for Conjoint Analysis
Management Science
Predicting Joint Choice Using Individual Data
Marketing Science
Deriving the Pricing Power of Product Features by Mining Consumer Reviews
Management Science
Interactive evolutionary computation framework and the on-chance operator for product design
EuroGP'06 Proceedings of the 2006 international conference on Applications of Evolutionary Computing
EuroGP'06 Proceedings of the 2006 international conference on Applications of Evolutionary Computing
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We propose and test new adaptive question design and estimation algorithms for partial profile conjoint analysis. Polyhedral question design focuses questions to reduce a feasible set of parameters as rapidly as possible. Analytic center estimation uses a centrality criterion based on consistency with respondents' answers. Both algorithms run with no noticeable delay between questions.We evaluate the proposed methods relative to established benchmarks for question design (random selection, D-efficient designs, adaptive conjoint analysis) and estimation (hierarchical Bayes). Monte Carlo simulations vary respondent heterogeneity and response errors. For low numbers of questions, polyhedral question design does best (or is tied for best) for all tested domains. For high numbers of questions, efficient fixed designs do better in some domains. Analytic center estimation shows promise for high heterogeneity and for low response errors; hierarchical Bayes for low heterogeneity and high response errors. Other simulations evaluate hybrid methods, which include self-explicated data.A field test (330 respondents) compared methods on both internal validity (holdout tasks) and external validity (actual choice of a laptop bag worth approximately $100). The field test is consistent with the simulation results and offers strong support for polyhedral question design. In addition, marketplace sales were consistent with conjoint-analysis predictions.