Authors Jordan J. Louviere (University of Technology, Sydney), Towhidul Islam (University of Guelph, Ontario), Nada Wasi, Deborah Street, and Leonie Burgess (all University of Technology, Sydney) examined choice experiments, where researchers study which brands or products consumers prefer.
The research found that experiments that are considered “statistically efficient” (asking complex questions of fewer respondents) lead to less consistency in participants’ choices.
“The likely price a researcher pays in using optimal designs is less consistent choices,” write the authors.
The authors constructed experiments where participants had to choose among a number of options for ordering pizza or choosing vacations. They designed 22 different questionnaires with varied amounts of attributes. They found that the more efficient the study design was, the less consistent participants were with their choices.
The most efficient designs use many different attributes (such as delivery time and quality of ingredients for pizza). The authors believe that highly efficient study designs impose a higher cognitive load on the participants (requiring more thought for each response). That’s why their responses decrease in consistency.
“Our results suggest that researchers should pay attention to the ways that they design or administer experiments because these decisions can impact choice outcomes and choice variability,” write the authors.
Jordan J. Louviere, Towhidul Islam, Nada Wasi, Deborah Street, and Leonie Burgess. “ Designing Discrete Choice Experiments: Do Optimal Designs Come At A Price?” Journal of Consumer Research: August 2008.
Founded in 1974, the Journal of Consumer Research publishes scholarly research that describes and explains consumer behavior. Empirical, theoretical, and methodological articles spanning fields such as psychology, marketing, sociology, economics, and anthropology are featured in this interdisciplinary journal. The primary thrust of JCR is academic, rather than managerial, with topics ranging from micro-level processes (e.g., brand choice) to more macro-level issues (e.g., the development of materialistic values).
Rudy Faust | EurekAlert!
New study: How does Europe become a leading player for software and IT services?
03.04.2017 | Fraunhofer-Institut für System- und Innovationsforschung (ISI)
Reusable carbon nanotubes could be the water filter of the future, says RIT study
30.03.2017 | Rochester Institute of Technology
More and more automobile companies are focusing on body parts made of carbon fiber reinforced plastics (CFRP). However, manufacturing and repair costs must be further reduced in order to make CFRP more economical in use. Together with the Volkswagen AG and five other partners in the project HolQueSt 3D, the Laser Zentrum Hannover e.V. (LZH) has developed laser processes for the automatic trimming, drilling and repair of three-dimensional components.
Automated manufacturing processes are the basis for ultimately establishing the series production of CFRP components. In the project HolQueSt 3D, the LZH has...
Reflecting the structure of composites found in nature and the ancient world, researchers at the University of Illinois at Urbana-Champaign have synthesized thin carbon nanotube (CNT) textiles that exhibit both high electrical conductivity and a level of toughness that is about fifty times higher than copper films, currently used in electronics.
"The structural robustness of thin metal films has significant importance for the reliable operation of smart skin and flexible electronics including...
The nearby, giant radio galaxy M87 hosts a supermassive black hole (BH) and is well-known for its bright jet dominating the spectrum over ten orders of magnitude in frequency. Due to its proximity, jet prominence, and the large black hole mass, M87 is the best laboratory for investigating the formation, acceleration, and collimation of relativistic jets. A research team led by Silke Britzen from the Max Planck Institute for Radio Astronomy in Bonn, Germany, has found strong indication for turbulent processes connecting the accretion disk and the jet of that galaxy providing insights into the longstanding problem of the origin of astrophysical jets.
Supermassive black holes form some of the most enigmatic phenomena in astrophysics. Their enormous energy output is supposed to be generated by the...
The probability to find a certain number of photons inside a laser pulse usually corresponds to a classical distribution of independent events, the so-called...
Microprocessors based on atomically thin materials hold the promise of the evolution of traditional processors as well as new applications in the field of flexible electronics. Now, a TU Wien research team led by Thomas Müller has made a breakthrough in this field as part of an ongoing research project.
Two-dimensional materials, or 2D materials for short, are extremely versatile, although – or often more precisely because – they are made up of just one or a...
28.04.2017 | Event News
20.04.2017 | Event News
18.04.2017 | Event News
28.04.2017 | Medical Engineering
28.04.2017 | Earth Sciences
28.04.2017 | Life Sciences