Web Survey Bibliography

Title How much individualisation does a conjoint survey need? - Experiences from an online experiment
Author Tuschl, S., Morasch, N.
Source General Online Research Conference (GOR) 2006
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
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Web Survey Bibliography - General Online Research Conference (GOR) 2006 (29)