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Dual response in conjoint analysis

Cheng-Yu Hung et al.

Marketing Letters2025https://doi.org/10.1007/s11002-025-09787-1article
AJG 3ABDC A
Weight
0.41

Abstract

Conjoint analysis often incorporates a no-choice option to allow respondents to opt out of a choice task. This paper examines the benefits of a dual-response format in which respondents first select their preferred alternative from among a set of available alternatives, excluding the no-choice option, and then decide whether they would actually buy it. We show that respondents employ a budget constraint when responding to the second response task but not to the first, indicating that respondents assess affordability separately from preference. We also show that our model with the dual-response format improves parameter estimation efficiency by 30% as measured by the Fisher information matrix relative to a standard model using a single-response format. We use our proposed budget constraint model to examine optimal pricing in a competitive market, where the standard model is shown to overestimate equilibrium prices.

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https://doi.org/https://doi.org/10.1007/s11002-025-09787-1

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@article{cheng-yu2025,
  title        = {{Dual response in conjoint analysis}},
  author       = {Cheng-Yu Hung et al.},
  journal      = {Marketing Letters},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1007/s11002-025-09787-1},
}

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Dual response in conjoint analysis

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.25 × 0.4 = 0.10
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.