Designing a conjoint survey
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(New page: There are no fixed "rules" for designing a good conjoint survey, but it can be useful to follow a general process in creating a survey. ==The basic process== To begin, create a list of a...)
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There are no fixed "rules" for designing a good conjoint survey, but it can be useful to follow a general process in creating a survey.
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The basic process
To begin, create a list of all attributes that might influence a consumer to purchase a product. For example, if we are creating a conjoint survey for passenger cars, we might include the following attributes on the list: price, fuel economy, 0-60 acceleration time, trunk space, color, brand, number of seats, horsepower, etc. Once the list is generated, consider what levels you might assign for each attribute and then go through an iterative process to narrow down your list of attributes and levels. Fielding pilot surveys is an important part of this process, which not only can inform you about which attributes you should or should not include, but also can help you choose language to describe attributes and levels that is more easily understood. The figure below illustrates this process.
