International Journal of Research in Marketing , 1 (4): 319-311, (1984).
Abstract: The special conjoint-analysis problem of estimating the parameters of a continuous nonlinear utility function from ordinal rank order data is investigated. A special purpose estimation method, called NONCON, is proposed that offers two advantages: First, it is capable of directly maximizing Kendall's rank order correlation coefficient T as the appropriate measure of goodness of fit. Second, it requires less computational effort than competing procedures using general purpose conjointanalysis programs. The superiority of NONCON is demonstrated for the estimation of a continuous nonlinear two-parameter utility function the parameters of which serve as input for the optimization of sales force compensation schemes.
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