More realism in conjoint analysis: the effect of textual noise and visual style

Saul Dobney, Carlos Ochoa and Melanie Revilla

The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.

More realism in conjoint analysis: the effect of textual noise and visual style

Saul Dobney

dobney.com market research

Carlos Ochoa

Netquest

Melanie Revilla

Research and Expertise Centre for Survey Methodology, Universitat Pompeu Fabra

Introduction

Conjoint analysis is a survey-based technique originally developed in the early 1960s by Luce and Tukey (Luce 1959, 1964) for the measurement of customer preferences for new or changed features or prices for products and services. In particular, conjoint analysis helps to determine which characteristics of products or services are important to consumers (Green & Srinivasan 1978).

In conjoint analysis, products or services are broken down...

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