Comparison of Full Profile Approach and Self-Explicated Approach of Conjoint Analysis

This study empirically compares the full profile and self-explicated approach of conjoint analysis. Both the approaches were tested on the same set of respondents. Empirical evidence revealed that the effect of task presentation on importance ratings obtained through both the techniques were not the same rank correlation though positive, was not significant. Thus, there is no difference between attribute importance ranking by both the groups. However, differences in the overall rankings under full profile approach and self-explicated approach existed. Further, there is no difference between the part-worth values obtained through full profile and self-explicated approaches. In case of comparison of partworths, in seven attribute levels, the chi-square test was significant and in case of other seven attribute levels it was not found to be significant. As a result, we cannot conclude that these two techniques are similar or different, because as per this study, there is partial relation between the results.