Are Results from Non‐hypothetical Choice‐based Conjoint Analyses and Non‐hypothetical Recoded‐ranking Conjoint Analyses Similar?
比较了非假设情境下基于选择和重新编码排序两种联合分析方法在私人物品上的结果，发现小选择集时两者相似，大选择集时出现差异，提示研究者需根据选择集大小谨慎选择方法。
Conflicting findings have been found in previous research that compared choice‐based conjoint analysis and ranking conjoint analysis in a public good setting. The present paper revisits this issue for a private good in a non‐hypothetical context using small and large choice sets. Our results suggest that in a small choice set setting, participants' preferences and willingness to pay are similar across the two conjoint analysis formats. However, in large choice sets, a divergence between the two conjoint analysis formats emerges. Hence, the two conjoint analysis formats can only be used interchangeably in small choice sets, not in large choice sets.