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...