文章基本信息

标题：A comparison of the validity of interviewer-based and online-conjoint analyses
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作者：Andreas Klein ; University of Duisburg-Essen ; Katrin Nihalani 等
期刊名称：Journal of Management and Marketing Research
印刷版ISSN：1941-3408
电子版ISSN：1941-3408
出版年度：2010
卷号：4
期号：1
出版社：Academic and Business Research
摘要：Interviewer-based conjoint analyses are usually time consuming and expensive. By changing the data collection process to the Internet, it is easier to contact a larger number of peo- ple within a shorter amount of time. In addition, it is a more cost effective method. However, it is questionable if the data is of the same quality, since conjoint analyses regularily need more time to explain the task to the interviewee. This might have a negative impact onto the validity of the gathered data. Therefore, a scientific study was conducted in order to compare the validity of such two data sets. The results show that there are no big differences in the validity between an interviewer-based computer and an online-conjoint analysis. Rather it can be shown that the va- lidity of the data of the online-conjoint analysis is slightly higher.
关键词：Conjoint Analysis, Online-Conjoint Analysis, Market Research, Online Market Re- search, Multivariate Data Analysis