Research Methods Track

Swipe Right on Simplicity: On the Statistical, Psychological, and Practical Viability of Choice Sets of Size One

About this presentation

We propose a novel approach to simplifying the choice-based conjoint questionnaire to reduce the burden it places upon respondents. We investigate the viability of conducting conjoint studies using singleton choice sets where the respondent repeatedly makes a choice between buying and not buying. We find that choice-sets of size one are easier and more enjoyable for respondents to complete and yield higher-quality data relative to existing mobile-based conjoint approaches.

Jeff Dotson & John Howell & Marc Dotson, Brigham Young University | Craig Lutz, Qualtrics