- The document compares choice experiments and prediction markets for collecting preference data in conjoint analysis. Choice experiments involve presenting customers with subsets of product concepts and asking them to choose one, while prediction markets gamify the process by having customers trade securities predicting market shares. - Both approaches were used on a sample conjoint analysis problem involving attributes of a mahjong parlor. The results showed a high correlation between the estimated market shares and partial utilities derived from each approach. - This indicates prediction markets can substitute for choice experiments by effectively collecting preference data for conjoint analysis. However, more case studies are needed to generalize this conclusion.