Research Methods

Complete Level Overlap with Color Coding: Validation, Extension and a New Super Power

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About this presentation

Designs where many attributes in a task overlap completely and where overlapped levels are shaded reportedly have several benefits: the less complex choice task results in reduced response error, dropouts and attribute non-attendance. We seek to confirm these findings and extend them to see whether these designs will be immune to the ill-effects of dominating attributes and whether they will have fewer respondents giving random responses.

Keith Chrzan
Sawtooth Software
Dan Yardley
Sawtooth Software
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