"Measuring Consumer Preferences Using Conjoint Poker"

Olivier Toubia, Martijn De Jong, Daniel Stieger, Johann Fueller

© Marketing Science, 2012
Volume: 31 | Issue: 1 | Pages: 138-156

Publication type: Journal article

Research Archive Topic: Marketing

Abstract

We develop and test an incentive-compatible Conjoint Poker (CP) game. The preference data collected in the context of this game are comparable to incentive-compatible choice-based conjoint (CBC) analysis data. We develop a statistical efficiency measure and an algorithm to construct efficient CP designs. We compare incentive-compatible CP to incentive-compatible CBC in a series of three experiments (one online study and two eye-tracking studies). Our results suggest that CP induces respondents to consider more of the profile-related information presented to them compared with CBC.

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