Observed and Unobserved Preference Heterogeneity in Brand-Choice Models
Marketing Science
Research Note---Estimating Heterogeneous Price Thresholds
Marketing Science
Editorial: Who Is Afraid to Give Freedom of Speech to Marketing Folks?
Marketing Science
Price as a Stimulus to Think: The Case for Willful Overpricing
Marketing Science
The Impact of Utility Balance and Endogeneity in Conjoint Analysis
Marketing Science
Observed and Unobserved Preference Heterogeneity in Brand-Choice Models
Marketing Science
Research Note---Estimating Heterogeneous Price Thresholds
Marketing Science
Editorial: Who Is Afraid to Give Freedom of Speech to Marketing Folks?
Marketing Science
Barter Markets for Conjoint Analysis
Management Science
Modeling the Underreporting Bias in Panel Survey Data
Marketing Science
The Evolution of Internal Market Structure
Marketing Science
Measuring Consumer Preferences Using Conjoint Poker
Marketing Science
State-Dependence Effects in Surveys
Marketing Science
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It has been shown in the behavioral decision making, marketing research, and psychometric literature that the structure underlying preferences can change during the administration of repeated measurements (e.g., conjoint analysis) and data collection because of effects from learning, fatigue, boredom, and so on. In this research note, we propose a new class of hierarchical dynamic Bayesian models for capturing such dynamic effects in conjoint applications, which extend the standard hierarchical Bayesian random effects and existing dynamic Bayesian models by allowing for individual-level heterogeneity around an aggregate dynamic trend. Using simulated conjoint data, we explore the performance of these new dynamic models, incorporating individual-level heterogeneity across a number of possible types of dynamic effects, and demonstrate the derived benefits versus static models. In addition, we introduce the idea of an unbiased dynamic estimate, and demonstrate that using a counterbalanced design is important from an estimation perspective when parameter dynamics are present.