ON THE INSENSITIVITY OF BRAND‐CHOICE SIMULATIONS TO ATTRIBUTE IMPORTANCE WEIGHTS
通过品牌选择模拟，研究发现属性重要性权重的严重扭曲对总体品牌份额影响很小，这意味着在联合分析中可以采用更简单的方法估计效用。
Abstract This study compares, via brand‐choice simulation, the effect of various distortions in attribute importance weights on share of choices at the aggregate‐sample level. The results indicate that severe distortions in importance weights can occur with little change in aggregate brand share. The implications of this result for utility estimation in main‐effects conjoint analysis suggest that considerably simpler ways can be adopted to estimate part worths.