Research, Politics, and the Web can Mix: Considerations, Experiences, Trials, Tribulations in Adapting Conjoint Measurement to Optimizing a Political Platform as if a Consumer Product

Dorit Cohen, Madhu Manchaiah, Prasad Tungaturthy, Alex Gofman and Howard Moskowitz

Discusses the use of conjoint measurement in Internet-based research in a political context. The case study described aimed to discover what political positions would be most appropriate for Vice-President Al Gore, before the U.S.

Research, Politics and the Web Can Mix

Considerations, Experiences, Trials, Tribulations in Adapting Conjoint Measurement to Optimizing a Political Platform as if a Consumer Product

Howard Moskowitz Alex Gofman Prasad Tungaturthy Madhu ManchaiahandDorit Cohen

INTRODUCTION

The past thirty years have seen the increasing sophistication of consumer researchers. The increase in available computing power, the maturation of market research and the development of new tools have spawned an increasing use of more powerful research techniques to understand consumer motivation. One need only to look at academic and applications oriented journals to appreciate the growth of knowledge...

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