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Note—Conjoint Reliability Measures

Publication ,  Journal Article
Wittink, DR; Reibstein, DJ; Boulding, W; Bateson, JEG; Walsh, JW
Published in: Marketing Science
November 1989
Published version (DOI) Publisher Link

Researchers have used a variety of measures for the assessment of conjoint analysis reliability. In this note we critically evaluate two different measures and identify potential shortcomings for each one. We identify the context for which a given measure is suitable, and recommend the use of multiple measures for other cases.

Duke Scholars

William F. Boulding
Author William F. Boulding Fuqua School of Business

Published In

Marketing Science

DOI

10.1287/mksc.8.4.371

EISSN

1526-548X

ISSN

0732-2399

Publication Date

November 1989

Volume

8

Issue

4

Start / End Page

371 / 374

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Related Subject Headings

  • Marketing
  • 1505 Marketing
 

Citation

APA
Chicago
ICMJE
MLA
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Wittink, D. R., Reibstein, D. J., Boulding, W., Bateson, J. E. G., & Walsh, J. W. (1989). Note—Conjoint Reliability Measures. Marketing Science, 8(4), 371–374. https://doi.org/10.1287/mksc.8.4.371
Wittink, Dick R., David J. Reibstein, William Boulding, John E. G. Bateson, and John W. Walsh. “Note—Conjoint Reliability Measures.” Marketing Science 8, no. 4 (November 1989): 371–74. https://doi.org/10.1287/mksc.8.4.371.
Wittink DR, Reibstein DJ, Boulding W, Bateson JEG, Walsh JW. Note—Conjoint Reliability Measures. Marketing Science. 1989 Nov;8(4):371–4.
Wittink, Dick R., et al. “Note—Conjoint Reliability Measures.” Marketing Science, vol. 8, no. 4, Institute for Operations Research and the Management Sciences (INFORMS), Nov. 1989, pp. 371–74. Crossref, doi:10.1287/mksc.8.4.371.
Wittink DR, Reibstein DJ, Boulding W, Bateson JEG, Walsh JW. Note—Conjoint Reliability Measures. Marketing Science. Institute for Operations Research and the Management Sciences (INFORMS); 1989 Nov;8(4):371–374.

Published In

Marketing Science

DOI

10.1287/mksc.8.4.371

EISSN

1526-548X

ISSN

0732-2399

Publication Date

November 1989

Volume

8

Issue

4

Start / End Page

371 / 374

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Related Subject Headings

  • Marketing
  • 1505 Marketing