Research Methods

Respondent Fatigue in Choice-Based Conjoint – When and how does it affect the results?

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About this presentation

Respondents are generally assumed to become tired by taking repeating CBC exercises. However, prior research points to the absence of Respondent Fatigue in the CBC part of surveys. This research confronts this by stress-testing respondents in CBC through 3 studies with 32 tasks each and different levels of complexity. We tested for Stated Fatigue, Implied Fatigue (trap questions), and Derived Fatigue (model fit). Results show Respondent Fatigue exists, but the implications are limited for practitioners.

Carl Johan Ekstromer
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