Sunday, December 2, 2018

Conjoint Analysis (on measurement 2)

This might be the most interesting article I’ve read all year. Not because of the result it came up with (it doesn’t tell us much that we don’t already know), more for the process by which the research was constructed. It is instructive and yet unsurprising that conjoint analysis is a valuable tool in market research for products and services. 

For a topic as dry as the PIPJ of the finger it is also exceedingly unwieldy. 

It is interesting to note a few things:

- despite the careful survey design to select the discrete choice experiments (DCEs) utilised in this study nearly 40% of initial respondents did not complete the survey

- of those who completed the DCEs most were white, female, well-educated, and reasonably well off

- even with this demographic the researchers were concerned about fatigue and the employment of heuristic approaches that could confound the results

- algorithms that track internet use combined with artificial intelligence (AI) can garner far more information (deeper in detail, broader in scope, and truer to the users behaviour than what he/ she thinks and says) than any cleverly constructed survey by a human researcher

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