Effect of level of disaggregation on conjoint cross validations: Some comparative vindings

Decision Sciences, Fall 1998 by Krieger, Abba M, Green, Paul E, Umesh, U N

Paul E. Green is a professor of marketing at the Wharton School, University of Pennsylvania. He has been honored for his research by the American Marketing Association, American Statistical Association, American Psychological Association, and Market Research Society. Dr. Green is the author or coauthor of several books and a prolific contributor to marketing and business journals.

U. N. Umesh is an associate professor of marketing at Washington State University, Vancouver. He has also taught at the Wharton School, University of Pennsylvania, and the University of Texas at Austin. He has published articles in such journals as the Journal of Marketing Research, Journal of Marketing, and Marketing Letters. He is the recipient of five awards for superior teaching, including Outstanding Professor of the Year on three separate occasions.