A field study comparing online and offline data collection methods for identifying product attribute preferences using conjoint analysis

• Published in: Journal of business research Vol. 58; no. 5; pp. 602 - 610
• Main Authors: Sethuraman, Raj, Kerin, Roger A., Cron, William L.
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.05.2005; Elsevier
• Series: Journal of Business Research
• Subjects: Business studies; Conjoint analysis; Data collection; Empirical research; Field work; Internet; Internet/Web-enabled data collection; Marketing; Perception; Preferences; Product design; Product development; Product quality; Research methodology; U.S.A; Internet/Web-enabled data collection; Product development; Conjoint analysis; Research methodology
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2003.09.009

Do online and offline data collection methods yield different attribute preferences in an importance-rating task and a choice-based conjoint analysis task? This question is addressed in a field study designed to identify promising attributes for a new generation of wireless telephone handsets in an actual product development context. No practical differences in attribute preferences were observed between data collection methods when attribute preferences were measured using a direct importance-rating question. However, significant differences in attribute preferences were observed between the methods in the choice-based conjoint analysis task. Moreover, the online data collection method was judged superior to a traditional offline (paper-and-pencil) method on the basis of internal consistency and predictive (face) validity. These findings support the use of Internet/Web-enabled technology for conjoint analysis data collection. Other implications for research practice are discussed.