A comparison of the validity of interviewer-based and online- conjoint analyses

Interviewer-based conjoint analyses are usually time consuming and expensive. By changing the data collection process to the Internet, it is easier to contact a larger number of people within a shorter amount of time. In addition, it is a more cost effective method. However, it is questionable if the data is of the same quality, since conjoint analyses regularily need more time to explain the task to the interviewee. This might have a negative impact onto the validity of the gathered data. Therefore, a scientific study was conducted in order to compare the validity of such two data sets. The results show that there are no big differences in the validity between an interviewer-based computer and an online-conjoint analysis. Rather it can be shown that the validity of the data of the online-conjoint analysis is slightly higher.

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