The Survey Research Center recently added a new analysis tool that is now available to Qualtrics users at Princeton — Conjoint Projects.
Conjoint analysis is a popular research method for measuring the value that study participants place on individual features and combinations of features associated with a product or service. It combines real-life scenarios and statistical techniques with the modeling of actual decisions. Conjoint studies allow researchers to present respondents with a series of “packages” where feature variables are different to better understand which features drive decisions.
Although menu-based conjoint analysis is most commonly used in product research, it is also used in other kinds of social science research.
For example, survey respondents can be presented with a list of characteristics that describe a political candidate or policy proposal. Respondents then choose the features and characteristics they want in their ideal candidate. By independently varying the features that are shown to respondents and observing the responses to the candidate profiles, researchers can deduce what features are most desired and which attributes, or combination of attributes, have the most impact on choice. In contrast to simpler methods that directly ask respondents what they prefer or how they rank the importance of each attribute, conjoint preferences are derived from relatively realistic tradeoff situations. The result is a full set of preference scores (often called part-worth utilities) for each attribute level included in the study.
The advanced functionality of Qualtrics allows for the optimal conjoint survey – built with the look and feel needed to provide a reliable, easy to understand experience for the respondent.
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