Since 1971, interest in the use of decompositional multiattribute preference models in marketing has been increasing. The applications have varied in terms of the type of data used, behavior predicted, and methods used for estimating parameters. The authors examine the effect of different data collection and estimation procedures on parameter estimates and their stability and validity. An actual data base is used. A detailed comparison is made of the alternative approaches of parameter estimation and suggestions are given for the potential users of decompositional multiattribute preference models.
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