Validity of Adaptive Hybrid Conjoint Analysis

In this paper we compare the validity of a new type of adaptive hybrid conjoint analysis called Customized Computerized Conjoint Analysis (CCC) withe the traditional Adaptive Conjoint Analysis (ACA) and two self-explicated models. CCC combines self-explicated preference structure measurement with individually designed full-profile conjoint analysis in a fully computerized adaptive interview. For a representative sample of almost 500 German potential customers of refrigerators we found (similar to Srinivasan/Park, 1997) surprisingly robust results of the self-explicated approaches compared to CCC as welll as ACA.