Using conjoint analysis to understand preference for online survey layout

This study seeks to determine what participants prefer when taking online surveys with regard to conjoint design (number of concepts per screen) and format for grid questions.

Introduction/literature review

Over the past 40 years, data collection for research has evolved from pencil and paper to computer-assisted telephone to PC-based to online (web) approaches. Over the past few years, researchers have compared the efficacy of some combination of pencil-and-paper (P&P), phone, and web-based surveys. There is some evidence that phone surveys result in more positive conclusions about customer satisfaction than P&P and web surveys (King & Delana, 2001). Other studies (e.g., Fan & Yan, 2010) examined response rates for web surveys, and there is concern about falling response rates with physicians in particular and web surveys in general...

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