Information Overload In Conjoint Experiments
Rune Lines and Jon M. Denstadli Norwegian School of Economics and Business Administration (NHH)
Introduction
Researchers have long been concerned about the impact of designing tasks that are too demanding for respondents (e.g. Milford & Perry 1977). Highly demanding tasks can result in careless responding and lower response rates, both of which threaten the validity of empirical results. Conjoint researchers have feared that the information load created by asking respondents to evaluate large numbers of product profiles, each containing a substantial amount of information, could create a condition similar...