Effect of Level of Disaggregation on Conjoint Cross Validations: Some Comparative Findings

Abba M. Krieger; Paul E. Green; U. N. Umesh

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Effect of Level of Disaggregation on Conjoint Cross Validations: Some Comparative Findings

机译：分解水平对联合交叉验证的影响：一些比较发现

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Early formulations of conjoint models focused on part-worth estimation at the individual level. As the methodology's popularity grew so did industry demands for increasingly larger numbers of attributes and levels. In response to these demands, new approaches, based on partial or full data aggregation (such as clusterwise/latent class conjoint and choice-based conjoint), have appeared. This paper suggests that pooled-data models will often be successful in predicting market shares when researchers employ monotonic attributes. In these cases more of a good attribute (or less of a bad attribute) is always more preferred. In the more realistic case, in which some of the attributes may be nonmonotonic, we find that data aggregation does not predict holdout sample preferences as well as individual part-worth models.

机译：联合模型的早期公式化着重于个人层面的零件价值估算。随着该方法的普及，行业对越来越多的属性和级别的需求也在增加。为了响应这些需求，已经出现了基于部分或全部数据聚合（例如，聚类/隐式类联合和基于选择的联合）的新方法。本文建议，当研究人员采用单调属性时，合并数据模型通常可以成功预测市场份额。在这些情况下，总是优先选择更多的好属性（或更少的坏属性）。在更现实的情况下，其中某些属性可能是非单调的，我们发现数据聚合不能预测保留样本的偏好以及单个零件价值模型。

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《Decision sciences》 |1998年第4期|1047-1058|共12页
作者
Abba M. Krieger; Paul E. Green; U. N. Umesh;
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作者单位

Statistics Department University of Pennsylvania Philadelphia PA 19104 email;

abba@stat.wharton.upenn.edu;

Marketing Department University of Pennsylvania Philadelphia PA 19104 email;

greene@wharton.upenn.edu;

Department of Marketing Washington State University Vancouver WA 98686;

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正文语种 eng
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Subject Areas: Marketing and Preference Measurement.;

机译：主题领域：市场营销和偏好测量。;

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Effect of Level of Disaggregation on Conjoint Cross Validations: Some Comparative Findings

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