March 5-6, 2019
AT&T’s John Voda, in conjunction with KS&R, will detail the workings of a technique to improve accuracy and make the task of researching new products and services less cumbersome for respondents. The methodology is a two-step approach that combines discrete choice and Q-sort to yield a stronger result when a long list of features needs to be tested than forcing everything into a potentially burdensome discrete choice exercise.
There have been numerous ways proposed to augment discrete choice data when it involves an attribute with many levels such as a list of promotional items or possible features. These include progressive build tasks, partial profiles, tournament tasks and data augmentation using a max-diff or Q-sort exercise. The presenters will propose an alternative solution to this problem which lies in breaking the standard choice task into two simple tasks, a positive Q-sort exercise (or max-diff) and a reduced set of discrete choice scenarios with fixed sets of features. This approach relieves the strain on the respondent and results in a more accurate assessment of each feature at the individual level.
Wednesday, March 6 | 10:00 a.m. – 10:30 a.m. | Agile Insights Lab Why in two quick years, my job looks almost nothing like it once did and is 10 times [...]
Known for making healthy living affordable, Sprouts’ welcoming environment and knowledgeable team members continue to drive its expansion from coast to coast. But with constant growth, how does a retailer [...]
Tuesday | 11:30-12:00 | Room 4
Writing a questionnaire is arguably one of the most challenging forms of writing. It is a conversation between you and hundreds – and often thousands – of diverse respondents. The [...]
Wednesday | 11:30-12:00 | Room 2