Abstract:

This paper presents results of a conjoint measurement study on a political platform. In terms of process, the paper first presents activities needed to take conjoint measurement from a personal interview to the Internet. In terms of results, the paper shows respondent differentiation of features of a political platform, existence of segment transcending traditional political parties, and creation of optimal platforms by segment and party. In terms of method, the paper shows that Internet results are stable down to base sizes of forty respondents, and that they match results from more traditional central location studies.