The effect of type of display on conjoint studies
Al-Fakhri abti & Marwa Stuttgen Advisor: Peter
n El Mar rs: El Houssai
Researche
Research question
Does the presentation style and type of display of the different levels of attributes affect the outcome of conjoint studies and ease of info acquisition? Type of Display
Hypotheses Evaluation
Options
Choices
Hypothesis 1 Type of display will affect Ease of Info Acquisition. It will not affect the relative preferences but will affect the scale. Hypothesis 2
number of options
Ease of info Acquisition
Attributes that are easily acquired become more important.
Data acquired
Literature review
(LOUVIERE et al. 1987): Parks study; text vs images. Results suggest no statistical difference. (JANSEN et al. 2009): Housing study; visual vs verbal. Results show directional difference but it was ruled out due to coincidental details. (ORZECHOWSKI et al. 2005): Housing study; text vs multimedia. Results suggest no difference in relative importance of attributes but a different scale.
Methodology Data Collection - Fall 2011
64 participants were recruited in Education City and were compensated with 50 QR. They were shown pictures of the options and their eye movements were tracked to see how many options they looked at before they make their finale choice.
Data Collection - Summer 2012
115 subjects participated in the experiment. They were randomly assigned to one of the three conditions; 3 options text, 3 options images, and 15 options text. Participants were recruited in Education City and were compensated with 36 QR.
Analysis
Multinomial Logit model estimated in Bayesian fashion using MCMC as implemented in the Bayesian package in R.
Estimated relative importances Estimated relative importances of the three attributes in decision making: List of three choices
List of fifteen choices
List of three pictures
List of fifteen pictures
Price, 15% Brand, 26%
Flavor, 59%
Price, 35%
Brand, 27%
Flavor, 38%
List of fifteen pictures different than the other display methods
The graph above shows the different distributions of all the choices display methods, and shows how different the 15 pictures list is from the others.