Abstract:

This paper describes new choice-modeling capabilities that are enabled by Internet interviewing. Choice models implemented by means of "choice-based conjoint" trade-off exercises can now incorporate dynamic elements, such as customization of choice tasks based on respondent answers to other survey questions. The authors illustrate these new capabilities and describe a case study in which an Internet survey was used to collect choice-based conjoint data in North American, Europe and Asia. Choice modeling has an advantage for global research in that the task of choosing among alternatives translates well across languages and regions. Choice modeling can also reveal differences in purchase dynamics in different geographic regions, as results show.