| Abstract: | The discovery of consumers' preferences for multiattribute products/services has recently become possible with the development of conjoint measurement techniques. Conjoint analysis uses an individual's preference ranking or rating of some deliberately manipulated constructs of a concept to determine his/her numerically valued preferences for levels of those attributes that comprise the concept. Generally speaking, there are two methods of data collection for conjoint analysis: the full profile and the trade-off methods. This paper calls into question the internal validity of the preferences obtained via the trade-off method. An empirical analysis, which is based on the subjects' preferences for selecting a hospital, clearly shows that the estimates derived from the trade-off method may not reflect consumers' true preferences. |
