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To Compare or Not to Compare, That Is a Question in Conjoint Analysis
Thu, April 3, 3:20 to 4:50pm CDT (3:20 to 4:50pm CDT), Palmer House Hilton, Floor: 7th, Sandburg 4Brief Overview
We show that the presence of another profile influences respondents’ choices in conjoint analysis. This finding suggests that researchers must account for cross-profile comparisons more explicitly when designing a conjoint experiment.