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Schüler, Jens ; Anderson, Brian S. ; Murnieks, Charles Y. ; Baum, Matthias ; Küsshauer, Alexander:
Test-Retest Reliability in Metric Conjoint Experiments : A New Workflow to Evaluate Confidence in Model Results.
In: Entrepreneurship Theory and Practice.
Bd. 48
(2024)
Heft 2
.
- S. 742-757.
ISSN 1042-2587
DOI: https://doi.org/10.1177/10422587231184071
Abstract
Metric conjoint studies are a popular research design in the entrepreneurship domain. For these studies, test-retest reliabilities of ρ > .70 or higher are an often-cited reliability criterion. Despite their widespread use, however, there is little rigorous analysis of whether test-retest reliability in metric conjoint studies relates to model efficacy. Informed by a systematic literature review, we conducted two Monte Carlo simulations to evaluate the effects of various determinants of test-retest reliability in conjoint experiments. We then illustrate a workflow for entrepreneurship researchers employing conjoint designs to better evaluate—and communicate—confidence in statistical models estimated from conjoint data.