|
Activity Number:
|
598
|
|
Type:
|
Contributed
|
|
Date/Time:
|
Thursday, August 6, 2009 : 10:30 AM to 12:20 PM
|
|
Sponsor:
|
Section on Quality and Productivity
|
| Abstract - #303686 |
|
Title:
|
Estimating Tradeoff Exchange Rate in Conjoint Analysis: An Application of Fieller's Theorem
|
|
Author(s):
|
Pallavi Chitturi*+ and Ravi Chitturi and Damaraju Raghavarao
|
|
Companies:
|
Temple University and Lehigh University and Temple University
|
|
Address:
|
125 Inverrary Dr., Blue Bell, PA, 19422,
|
|
Keywords:
|
Conjoint Analysis ; Discrete Choice Experiment ; Fieller's Theorem
|
|
Abstract:
|
This article introduces the problem of estimating the tradeoff exchange rate between the attributes of a product. We use Fieller's theorem to find a confidence interval for the exchange rate c between hedonic and utilitarian attributes, and their relative influence on customer preference. First, we develop a methodology to estimate the tradeoff exchange rate between the hedonic and utilitarian attributes of a product. We use a discrete choice experiment setup, combined with point allocation across the alternatives in the choice set, to measure the preferences of the respondents. Next, we use Fieller's theorem to find a confidence interval for the exchange rate between the hedonic and utilitarian attributes of a product.
|
