Task Effects on Decompositional Utility Estimation

Abstract

This paper examines the effects of two different conjoint data collection tasks moderated by the degree of task complexity on the performance of conjoint analysis. Performance of conjoint analysis was evaluated with respect to its use as a tool for the estimation of the dimensionality of individual preferences. The literature on behavioral decision making was examined and used as a basis to develop hypotheses regarding expected performance differences between conjoint data collection tasks under conditions of increasing task complexity.