The Power of Conjoint Analysis and Choice Modelling in Online surveys

Ray Poynter

The Internet has created new opportunities to use multivariate techniques, amongst the reasons for this are: the fact that sample sizes tend to be larger online and the power the Internet provides to use more complex designs.

The Power of Conjoint Analysis and Choice Modelling in Online Surveys

Ray PoynterVirtual Surveys

INTRODUCTION

The Internet has created new opportunities to use multivariate techniques such as Conjoint Analysis and Brand Price Trade Off. This is not only because, typical, sample sizes for online surveys are larger but also because surveys can be programmed to utilise more complex designs than would have been possible on paper. At the same time there have been tremendous advances in the mathematics underlying this field, introducing exciting new opportunities such as Hierarchical Bayes, which are themselves dependent on increased computing power.

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