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 | + | There are no fixed "rules" for how to design a good conjoint survey, but it can be useful to follow a general process. This page provides advice on good practices to follow when designing your own conjoint survey. |
==The basic process== | ==The basic process== | ||
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| + | 1.) 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. | ||
| + | 2.) Consider what levels you might assign for each attribute on the list. | ||
| + | 3.) 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. | ||
Revision as of 11:18, 1 February 2013
There are no fixed "rules" for how to design a good conjoint survey, but it can be useful to follow a general process. This page provides advice on good practices to follow when designing your own conjoint survey.
Contents |
The basic process
1.) 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. 2.) Consider what levels you might assign for each attribute on the list. 3.) 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.
