ON THE USE OF VERBAL PROTOCOLS IN CONJOINT ANALYSIS STUDIES
评论了Olshavsky和Acito的研究，认为其结论并不支持补偿性联合模型比更准确反映评价过程的非补偿性和补偿性模型更具误导性，因此无需在联合分析中识别非补偿性规则。
A recent study by Olshavsky and Acito helped gain insight into (a) the decision process used by respondents when asked to do a conjoint task, (b) the predictive validity of conjoint models compared to models derived from verbal protocols, and (c) the reasons for prediction errors. In this article, the author argues that the Olshavsky and Acito results do not lead one to believe that the compensatory conjoint models can be potentially more misleading than models that try to represent more accurately the underlying evaluation process with noncompensatory and compensatory rules. Hence, it does not seem necessary to try to identify noncompensatory rules in a conjoint study.