Reduced Priming for Enhanced Conjoint Analysis

Research Methods Track

The 2021 Kurz/Binner Sawtooth presentation introduced 9 priming questions to include prior to showing a CBC. Although we wanted to implement these priming questions, we got pushback from clients regarding the number of extra questions. Is there a subset of the 9 questions that lead to the same improvement in out of sample prediction? We ran factor analysis and found 4 questions that could account for a majority of variance. Will asking just 4 questions have the same priming benefit?

Cynthia Sahm, SKIM