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An Empirical Comparison of ACA and Full Profile Judgments (1991)

Huber, Wittink, Fiedler and Miller present a methodological study comparing ACA with traditional full profile conjoint. 300 respondents completed both an ACA and a full profile task administered one concept at a time by computer about preferences for refrigerators. The order of the two conjoint tasks was rotated to control for order effects. The authors compare how well results from the two methods predict hold-out concepts. They conclude: "For both five . . . and nine attributes we find that ACA outperforms the full profile method. We have broken down the overall performance results in a number of ways, and observe that ACA maintains an edge, compared to computer-administered full-profile."

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