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Six methods of measuring attribute importance were evaluated for convergent validity. The methods were (1) an open-ended elicitation approach, (2) an information-search approach based on Jacoby's behavioral process technology, (3) direct ratings of importance, (4) conjoint measurement, (5) indices based on Jaccard's subjective probability approach, and (6) a paired comparison approach. The convergent validity of importance methods was investigated for two product classes: birth control and cars. Results indicated relatively low levels of convergence among measures.
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Jaccard et al. (1986) studied this question.
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