Using conjoint analysis to understand preference for online survey layout.

Autor: King, Craig V, Labas, Romain, Renaudin, Christian
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Zdroj: International Journal of Market Research; Nov2019, Vol. 61 Issue 6, p621-634, 14p, 6 Charts, 1 Graph
Abstrakt: 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. [ABSTRACT FROM AUTHOR]
Databáze: Complementary Index
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