Assessing the Monetary Value of Attribute Levels with Conjoint Analysis: Warnings and Suggestions (2001)

Because conjoint utilities are often difficult for non-researchers to understand, researchers sometimes try to convert those to monetary equivalents. This practice is usually a poor use of conjoint analysis, and often misleading. The typical approaches ignore competitive factors and base the analysis on the average respondent. The author suggests that the worth of adding incremental features to products can be better determined through competitive market simulation scenarios.

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