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Three methods of obtaining attribute importance—conjoint measurement, self (questionnaire) report, and information display board—are compared and found to yield contrasting results. The results of multiattribute models, and determinant attribute and tradeoff analyses would depend on the method of measurement used. The information display board is hypothesized to yield a measure of greater face validity than the other two methods.
Heeler et al. (Thu,) studied this question.
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