FOCUS ON ATTRIBUTES AND ATTRIBUTE LEVELS THROUGH INTERACTIVE MEASUREMENT WITH OUR ADAPTIVE CONJOINT

Adaptive Conjoint Analysis (ACA) focuses on the attributes that are most relevant to the respondent and avoids information overload by focusing on only a few attributes at a time. We at IfaD have further developed the Adaptive Conjoint Analysis into Interactive Conjoint Measurement (ICM).

TWO PARTS OF INTERACTIVE PREFERENCE MEASUREMENT

Adaptive Conjoint Analysis is based on a computer-assisted survey method and allows a much more extensive number of attributes and attribute levels than the classic Full Profile Conjoint Method. It is divided into a conventional section and a conjoint section.

• In the conventional section of this preference analysis, explicit questions are asked, among other things, about the significance of the attributes as well as about the ranking of the attribute levels. For this purpose, individual elements are presented – also graphically.
• In the conjoint section, complete illustrations are compiled based on the information obtained up to that point and presented in pairs. The respondent is asked to say which pattern he prefers, grading his indication.

Because of its interactive nature, we also call this survey method Interactive Conjoint or Interactive Conjoint Measurement (ICM).

BREAK DOWN OF NUMEROUS ATTRIBUTES INTO AREA CONJOINTS AND PARENT CONJOINT FOR GLOBAL CRITERIA

The Adaptive Conjoint method also allows surveys with an exceptionally large number of attributes. The attributes are broken down into sections, which are then addressed in separate conjoint studies. In a parent conjoint, questions about global criteria such as price are asked in relation to the lower-level sections. The Conjoints are linked mathematically during the analysis, so that all attributes can be put in relationship to one another (Multistage Conjoint).