A Comparison of Conjoint Analysis Response Formats
A split-sample design is used to evaluate the convergent validity of three response formats used in conjoint analysis experiments. WC investigate whether recoding rating data to rankings and choose-one formats, and recoding ranking data to choose one. result in structural models and welfare estimates that are statistically indistinguishable from estimates based on ranking or choose-one questions. Our results indicate that convergent validity of ratings, ranks, and choose one is not established. in addition, WC: find that people frequently use "ties" in responses to rating questions. and that the option not to choose any of the alternatives ("opt-out") affects some preference estimates.