Hierarchical Bayes Versus Finite Mixture Conjoint Analysis Models: A Comparison of Fit, Prediction, and Partworth Recovery

Vol. XXXIX (February 2002), 87–98 87 *Rick L. Andrews is an associate professor, Department of Business Administration, University of Delaware (e-mail: [email protected]). Asim Ansari is an associate professor, Department of Marketing, Graduate School of Business, Columbia University (e-mail: [email protected]). Imran S. Currim is Corporate Partners Research Scholar and Professor, Graduate School of Management, University of California, Irvine (e-mail: [email protected]). The authors contributed equally to the article and are listed in alphabetical order. The first author acknowledges the support of a research grant from the University of Delaware. RICK L. ANDREWS, ASIM ANSARI, and IMRAN S. CURRIM*