The Strategic Implications of Scale in Choice-Based Conjoint Analysis Article Swipe
John R. Hauser
,
Felix Eggers
,
Matthew Selove
·
YOU?
·
· 2019
· Open Access
·
· DOI: https://doi.org/10.1287/mksc.2019.1178
YOU?
·
· 2019
· Open Access
·
· DOI: https://doi.org/10.1287/mksc.2019.1178
Choice-based conjoint (CBC) studies have begun to rely on simulators to forecast equilibrium prices for pricing, strategic product positioning, and patent/copyright valuations. Whereas CBC research has long focused on the accuracy of estimated relative partworths of attribute levels, predicted equilibrium prices and strategic positioning are surprisingly and dramatically dependent on scale: the magnitude of the partworths (including the price coefficient) relative to the magnitude of the error term. Although the impact of scale on the ability to estimate heterogeneous partworths is well known, neither the literature nor current practice address the sensitivity of pricing and positioning to scale. This sensitivity is important because (estimated) scale depends on seemingly innocuous market-research decisions such as whether attributes are described by text or by realistic images. We demonstrate the strategic implications of scale using a stylized model in which heterogeneity is modeled explicitly. If a firm shirks on the quality of a CBC study and acts on incorrectly observed scale, a follower, but not an innovator, can make costly strategic errors. Externally valid estimates of scale are extremely important. We demonstrate empirically that image realism and incentive alignment affect scale sufficiently to change strategic decisions and affect patent/copyright valuations by hundreds of millions of dollars.
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- Type
- article
- Language
- en
- Landing Page
- https://doi.org/10.1287/mksc.2019.1178
- https://pubsonline.informs.org/doi/pdf/10.1287/mksc.2019.1178
- OA Status
- bronze
- Cited By
- 33
- References
- 47
- Related Works
- 10
- OpenAlex ID
- https://openalex.org/W2986190082
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Raw OpenAlex JSON
- OpenAlex ID
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https://openalex.org/W2986190082Canonical identifier for this work in OpenAlex
- DOI
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https://doi.org/10.1287/mksc.2019.1178Digital Object Identifier
- Title
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The Strategic Implications of Scale in Choice-Based Conjoint AnalysisWork title
- Type
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articleOpenAlex work type
- Language
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enPrimary language
- Publication year
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2019Year of publication
- Publication date
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2019-11-14Full publication date if available
- Authors
-
John R. Hauser, Felix Eggers, Matthew SeloveList of authors in order
- Landing page
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https://doi.org/10.1287/mksc.2019.1178Publisher landing page
- PDF URL
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https://pubsonline.informs.org/doi/pdf/10.1287/mksc.2019.1178Direct link to full text PDF
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YesWhether a free full text is available
- OA status
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bronzeOpen access status per OpenAlex
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https://pubsonline.informs.org/doi/pdf/10.1287/mksc.2019.1178Direct OA link when available
- Concepts
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Conjoint analysis, Economics, Product (mathematics), Scale (ratio), Microeconomics, Econometrics, Marketing, Strategic Choice, Industrial organization, Business, Preference, Mathematics, Physics, Quantum mechanics, GeometryTop concepts (fields/topics) attached by OpenAlex
- Cited by
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33Total citation count in OpenAlex
- Citations by year (recent)
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2025: 7, 2024: 6, 2023: 1, 2022: 6, 2021: 6Per-year citation counts (last 5 years)
- References (count)
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47Number of works referenced by this work
- Related works (count)
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10Other works algorithmically related by OpenAlex
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| primary_location.raw_source_name | Marketing Science |
| primary_location.landing_page_url | https://doi.org/10.1287/mksc.2019.1178 |
| publication_date | 2019-11-14 |
| publication_year | 2019 |
| referenced_works | https://openalex.org/W2073669146, https://openalex.org/W3124287831, https://openalex.org/W1985009991, https://openalex.org/W2043994173, https://openalex.org/W2103171378, https://openalex.org/W3122610399, https://openalex.org/W2135166763, https://openalex.org/W4235939539, https://openalex.org/W4247557722, https://openalex.org/W2062473934, https://openalex.org/W1546271612, https://openalex.org/W1978071489, https://openalex.org/W2125037695, https://openalex.org/W2161341608, https://openalex.org/W2049152959, https://openalex.org/W2096503632, https://openalex.org/W2019126217, https://openalex.org/W2118891681, https://openalex.org/W1983004841, https://openalex.org/W4241996378, https://openalex.org/W2067930931, https://openalex.org/W2171515777, https://openalex.org/W2027739325, https://openalex.org/W2119406282, https://openalex.org/W2109740989, https://openalex.org/W1968107116, https://openalex.org/W2155316231, https://openalex.org/W2118051788, https://openalex.org/W3122101239, https://openalex.org/W2031990091, https://openalex.org/W2033442452, https://openalex.org/W4235161505, https://openalex.org/W2098369505, https://openalex.org/W4253644162, https://openalex.org/W1994233517, https://openalex.org/W1986808060, https://openalex.org/W2152081677, https://openalex.org/W1562578637, https://openalex.org/W2131013852, https://openalex.org/W1602006543, https://openalex.org/W2244525737, https://openalex.org/W3124119057, https://openalex.org/W1966384122, https://openalex.org/W3125327405, https://openalex.org/W2031382108, https://openalex.org/W2162671695, https://openalex.org/W2036454494 |
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