Data Calibration in Conjoint

To improve reliability of results, depending on the specific project requirements it is recommended performing one or more of the following data calibration approaches:

  • Sample weighting: required if the sample is not representative of the Universe due, for example, to a boosted or to a quota sample. Weighting improves representativeness.
  • Current market share adjustment: survey data are weighted so that there is a match between current sample shares and current market shares.
  • Approach-based calibration: some models require adjustment as they are known to produce biased results.
  • Adjustment for overstatement: respondents tend to over-state their preference to a new product, so Juster calibration is recommended to obtain more accurate shares.

The simulators distributed with R-sw Conjoint allow to apply the above calibrations.

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