The Potential of Conjoint Analysis for Communication Research |
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| Authors: | Elena Pelzer |
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| Institution: | Department of Communication and Media Research, University of Fribourg, Switzerland |
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| Abstract: | Surveys on choices oftentimes rely on Likert-type scales. However, they prevent researchers from identifying the relative importance of different stimulus features for the choice decision. Here, it is shown that conjoint analysis offers a variety of advantages emerging from its use of questions that force the subject to trade off conflicting attribute levels. This study discusses some problems of Likert-type scale measures and shows when conjoint analysis may solve some of these problems. Differences between measurements are illustrated in a uses and gratifications study, assessing convergent validity on Likert-type scale measures with traditional conjoint analysis and choice-based conjoint analysis. Results show that subjects prefer “cognitive needs” by Likert-type scale measures against “tension release needs” by both conjoint analyses. The different outcome is independent from linguistic variation and from dual-process models of information processing. Implications for communication research are discussed. |
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| Keywords: | Conjoint Analysis Likert Scales Research Methods Validity |
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