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Choice Rules and Sensitivity Analysis in Conjoint Simulators

University of Pennsylvania

Abba M. Krieger

University of Pennsylvania

Despite the widespread use of choice simulators in commercial conjoint applications, relatively little has been written about the applicability of various types of buyer choice rules and sensitivity analyses. This paper first discusses issues related to the selection of different buyer choice rules. We then propose six types of sensitivity analyses that can be implemented in buyer choice simulators, given the usual input data of respondents'part worths, status quo product utilities, and background data.

Each sensitivity analysis is illustrated in the context of a common business application. The paper concludes with a brief discussion of possible extensions of sensitivity analysis and areas for further research.

Journal of the Academy of Marketing Science, Vol. 16, No. 3, 114-127 (1988)
DOI: 10.1177/009207038801600317


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