Designing a conjoint survey
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==The basic process== | ==The basic process== | ||
| - | # Create a list of all attributes that might influence a consumer to purchase a product | + | # Create a list of all attributes that might influence a consumer to purchase a product. |
| - | # Consider what levels you might assign for each attribute on the list. | + | # Begin to narrow down your list - throw out infeasible attributes, review literature on topic, consider needs of the study. |
| - | # 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. | + | # Consider what levels you might assign for each attribute on the list. |
| + | # 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. | ||
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| + | Are there any that are infeasible to test (e.g. the "sexiness" of a car)? What has past literature | ||
| + | (e.g. if we are creating a survey for passenger cars, we might include the following attributes: price, fuel economy, 0-60 acceleration time, trunk space, color, brand, number of seats, horsepower, etc.) | ||
| + | Is the attribute continuous or discrete? Will the attribute need too many levels? What range of levels should I consider? | ||
==Choosing attributes== | ==Choosing attributes== | ||
Revision as of 11:34, 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. The main decision pieces are choosing which attributes and levels to include on the survey. "Attributes" are the features of a product that might be important to the consumer, and "levels" are the different versions of the attribute that will be shown in the survey (e.g. if the attribute for a pair of shoes were "price," you might have levels like $25, $50, $75, $100, $125, etc.).
Contents |
The basic process
- Create a list of all attributes that might influence a consumer to purchase a product.
- Begin to narrow down your list - throw out infeasible attributes, review literature on topic, consider needs of the study.
- Consider what levels you might assign for each attribute on the list.
- 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.
Are there any that are infeasible to test (e.g. the "sexiness" of a car)? What has past literature
(e.g. if we are creating a survey for passenger cars, we might include the following attributes: price, fuel economy, 0-60 acceleration time, trunk space, color, brand, number of seats, horsepower, etc.)
Is the attribute continuous or discrete? Will the attribute need too many levels? What range of levels should I consider?
