USING CONJOINT ANALYSIS TO UNDERSTAND PREFERENCE FOR ONLINE SURVEY LAYOUT

The MarkeTech Group (TMTG) uses advanced quantitative methodologies to answer a variety business questions ranging from product to pricing decisions. Our TMTG consultants will ensure that the appropriate will be selected to optimally address the study needs. We use our proven team-based iterative design process to create efficient questionnaire that increases data quality and ultimately provides higher confidence in decision making.

In addition to adopting best practice for effective design, TMTG quantitative consultants constantly innovate and seek to improve all aspect of design elements including optimal survey formatting and choice tasks presentation. This is why we are extremely pleased to share our last peer-reviewed publication that focuses on conjoint and survey design efficiency. This scientific publication has been accepted in the International Journal of Market Research in September 2019.

Using conjoint analysis to understand preference for online survey layout

Craig V King, Romain Labas, Christian Renaudin The MarkeTech Group, USA
International Journal of Market Research, 2019, Volume: 61, issue: 6, page(s): 621-634
Article first published online: September 3, 2019; Issue published: November 1, 2019
https://doi.org/10.1177/1470785319873249

Abstract

This study seeks to determine what participants prefer when taking online surveys with regard to conjoint design (number of concepts per screen) and format for grid questions. Respondents were mixed on their preference for two versus three concepts per screen. However, importance scores for incentive amount and type reversed when taking a conjoint exercise with two concepts per screen versus three concepts per screen. Participants seemed to focus more on incentives when presented with three concepts per screen than when presented with two concepts per screen. This finding was not expected and implications are discussed. In addition, the use of radio buttons versus drop-down menus in grid style questions was also explored. Respondents preferred radio buttons, and the means (repeated measures) were higher for responses for radio buttons than drop-down menus.

Further details on quantitative methodologies:

Scales and measurement: How to ensure quality result with consistent measurement?
Gauging Customer Preference: How to create realistic consumer choice situations to understand important features of an offer?