Web Survey Bibliography
Title How much individualisation does a conjoint survey need? - Experiences from an online experiment
Author Tuschl, S., Morasch, N.
Year 2006
Access date 24.09.2006
Abstract Conjoint (trade-off) analysis has become one of the most widely-used quantitative methods in Marketing Research. It is used to measure the perceived values of specific product features, to learn how demand for a particular product or service is related to price, and to forecast what the likely acceptance of a product would be if brought to market. Rather than directly ask survey respondents what they prefer in a product, or what attributes they find most important, conjoint analysis employs the more realistic context of respondents evaluating potential product profiles. Each profile includes multiple conjoined product features (hence, conjoint analysis). There are different ways to show product profiles. Currently the most frequently used state-of-the-art technique in marketing research is Choice Based Conjoint (CBC). CBC interviews closely mimic the purchase process for products in competitive contexts: respondents are shown a set of products on the screen (in full-profiles) and asked to indicate which one they would purchase. As in the real world, respondents can decline to purchase in a CBC interview by choosing “None”. CBC can be administered via Paper-and-Pencil, CAPI (Computer assisted personal interviewing) or Internet surveys. With the growing popularity of online research (cost efficiency, speed, etc.), more and more surveys are conducted via the Web. Even though CBC offers a lot of complexity regarding modelling and designing of surveys, CBC lacks of individualisation, which an other conjoint technique (ACA, Adaptive Conjoint Analysis), also applicable in online surveys, offers. A nowadays frequently discussed methodological question for market researcher is, whether CBC surveys would need some of these individualisation aspects as well in order to improve the measurement of purchase behaviour. Means that, based on the answers in a previous conventional part of the survey, respondents are only shown choice tasks which fit to their interests and requirements. The talk will first outline techniques for individualizing an online full profile conjoint exercise. Then, based on an online experiment carried out with such traditional and individualized conjoint surveys having the same attributes and levels, the measured performance of the techniques used will be discussed and the results in terms of respondent\'s preference scores and choice behaviour of the tested approaches will be compared.
Access/Direct link Conference homepage (abstract)
Year of publication2006
Bibliographic typeConferences, workshops, tutorials, presentations
Full text availabilityNon-existant
Web survey bibliography - 2006 (98)
- Adult gadget ownership over time (2006-2012); 2012
- Dutch Online Panel Comparison Study (NOPVO); 2006; R. van Ossenbruggen; T. Vonk; P. Willems
- Migration Watch: an Internet survey to monitor spring migration in Britain and Ireland; 2006; Baillie, S. R., Balmer, D. E., Downie, I. S., Wright, K. H. M.
- Substance use and sexual behaviours of Japanese men who have sex with men: A nationwide internet survey...; 2006; Hidaka, Y., Ichikawa, S., Koyano, J., Urao, M., Yasuo, T., Kimura, H., Kihara, M., Ono-Kihara, M.
- Telephone versus Face-to-Face Interviewing: Mode Effects on Data Quality and Likely Causes. Report...; 2006; Jaeckle, A., Lynn, P., Roberts, C.,
- DADOS-Survey: an open-source application for CHERRIES-compliant Web surveys; 2006; Shah, A., Jacobs, D. O., Martins, H., Harker, M., Menezes, A., Harker, M., McCready, M., Pietrobon,...
- Snowball Sampling ; 2006; Berg, S.
- Introduction nonresponse bias in household surveys ; 2006; Singer, E.
- Essential Steps for Web Surveys: A Guide to Designing, Administering and Utilizing Web Surveys for University...; 2006; Cheskis-Gold, R., Loescher, R., Shepard-Rabadam, E., Carroll, B.
- Don't make me think: a common sense approach to web usability; 2006; Krug, S.
- The use of an Internet-based Ask the Doctor Service involving family physicians: evaluation by a web...; 2006; Umefjord, G., Hamberg, K., Malker, H., Petersson, G.
- A short introduction to usability in online surveys; 2006; Kaczmirek, L.
- Measuring task-specific perceptions of the world wide web ; 2006; Page-Thomas, K.
- Oversurveying: Causes, Consequences, and Cures; 2006; Weiner, S. P., Dalessio, A. T.
- Online Reporting: Real Time, Real Impact, Real Opportunities ; 2006; Barbera, K. M., Young, S.
- Online Surveys: Critical Issues in Using the Web to Conduct Surveys; 2006; Fenlason, K., Suckow-Zimberg, K.
- Getting Action from Organizational Surveys: New Concepts, Technologies, and Applications; 2006; Kraut, A. I.
- Survey Methodology; 2006; Nusser, S. M.
- Web-based survey techniques. A synthesis of Transit practice; 2006
- Web 2.0 & panels. The shift from lectures to conversations; 2006; Cook, M., Buckley, N.
- Understanding people. Sample matching; 2006; Rivers, D.
- The power of the visible: Visual design for Web surveys; 2006; Couper, M. P.
- The internet response method: Impact on the Canadian Census of population data; 2006; Roy, L., Laroche, D.
- The effect of conditioning when re-interviewing; 2006; Cartwright, T., Nancarrow, C.
- The anonymous elect. Market research through online access panels; 2006; Postoaca, A.
- Statistics for real-life sample surveys: non-simple-random samples and weighted data; 2006; Dorofeev, S., Grant, P.
- Sample matching. Representative sampling from Internet panels; 2006; Rivers, D.
- Research quality: The next MR industry challenge; 2006; Dedeker, K.
- Optimizing quality in the use of web-based and computer based testing for personnel selection; 2006; Hornke, L. F., Kersting, M.
- Online marketing research; 2006; Miller, J.
- Need for high quality auxiliary data service for improving the quality of editing and imputation...; 2006; Laaksonen, S.
- Microsoft sues testing material vendors; 2006; Johnston, S. J.
- Introduction to the Special Issue on the ITC - Guidelines on Computer-Based and Internet-Delivered Testing...; 2006; Coyne, I., Bartram, D.
- International Guidelines on Computer-Based and Internet-Delivered Testing; 2006
- How successful I am depends on what number I get: The effects of numerical scale labels and need for...; 2006; Yan, T.
- Greenfield unveils real-time sampling; 2006
- Global market research 2006; 2006
- F-Shaped pattern for reading web content; 2006; Nielsen, J.
- Blocked versus randomized format of questionnaires. A confirmatory multigroup analysis; 2006; Sparfeldt, J. R., Schilling, S. R., Rost, D. H., Rost, D. H., Thiel, A.
- Benefits and challenges of multi-sourcing. Understanding differences between sample sources; 2006; de Gaudemar, O.
- Behavioral self-report measures. International extensions; 2006; Thomas, R. K., Klein, J. D.
- Attitudinal differences. Comparing people who belong to multiple versus single panels; 2006; Casdas, D., Fine, B., Menictas, C.
- Assessing individual respondents' quality. An innovative scoring system; 2006; Loeb, C.,Hartmann, A.
- Assessing Panel Bias in the Knowledge Networks Panel: Updated Results from 2005 Research ; 2006; Pineau, V., Nukulkij, P., Tang, X.
- A Critical Assessment of Online Survey Tools; 2006; Marra, R. M., Bogue, B.
- A dynamic technique for conducting online survey-based research; 2006; Bonometti, R. J., Tang, J.
- The 2006 Confirmit Annual MR Software Survey; 2006; Macer, T., Wilson, S.
- Online community survey: an effectiveness measure for revealing citizen preferences in their role as...; 2006; Martin Juanil, D., Ismail, M.
- Blaise – Alive and kicking for 20 years; 2006; Bethlehem, J., Hofman, L.
- Physical or Virtual Presence of the Experimenter: Psychological Online-Experiments in Different Settings...; 2006; Ollesch, H., Heineken, E., Schulte, F. P.