SOME CAUTIONARY NOTES ON THE USE OF CONJOINT MEASUREMENT FOR HUMAN JUDGMENT MODELING

William F. Messier, Douglas Emery

Research output: Contribution to journalArticle

9 Scopus citations

Abstract

Conjoint measurement has been suggested as a methodology that might be useful in assisting research concerned with the identification of the structural form of a judge's model. This paper synthesizes the results of some recent research that examined the robustness of this methodology. This research suggests that conjoint measurement has three major weaknesses: (1) certain biases exist when diagnosing model structure, (2) model diagnosis is limited to a small set of potential models, and (3) error substantially compromises conjoint measurement's ability to diagnose model structure. An empirical example that demonstrates some of the difficulties of using this methodology with experimental data is also presented.

Original languageEnglish (US)
Pages (from-to)678-690
Number of pages13
JournalDecision Sciences
Volume11
Issue number4
DOIs
StatePublished - Jan 1 1980
Externally publishedYes

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Keywords

  • Decision Processes
  • Human Information Processing

ASJC Scopus subject areas

  • Business, Management and Accounting(all)
  • Strategy and Management
  • Information Systems and Management
  • Management of Technology and Innovation

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