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Multistage Conjoint Methods to Measure Price Sensitivity (1994)

Some researchers have discovered that they can obtain better overall results by combining ACA with a second conjoint module. The author, Jon Pinnell of IntelliQuest, refers to this as "Multistage Conjoint" or "Dual Conjoint" and describes a procedure for combining ACA with a full-profile conjoint or choice-based conjoint exercise. ACA is used to estimate utilities for a wide range of features, while the second conjoint focuses on a limited set of features and issues such as price sensitivity. The author reports that ACA studies which include price as just one of many attributes (more than about 10) tend to assign too little weight to price. Pinnell suggests ways to increase the price weight by bridging price information from the second conjoint module.

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