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Conducting Full-Profile Conjoint Analysis over the Internet (1998)

The Internet is fast becoming a viable way to conduct market research surveys for many situations. This article reports on a Full-Profile conjoint experiment conducted over the Internet. Single-Concept and Pairwise approaches are compared in terms of conjoint importances, utilities and reliability for predicting holdout choice concepts. Very little difference is found in any of the measures, suggesting that both approaches work well in practice for computerized Full-Profile conjoint.

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