Predictive Performance of Self-Explicated,Traditional Conjoint,and Hybrid Conjoint Models under Alternative Data Collection Modes

Abstract

Although data collection in conjoint analysis has tradi tionally involved the use of in-person interviews, recent years have seen a trend toward the use of alternative data collection modes, including mail questionnaires and tele phone interviews. Since these alternative modes differ in environment, the author examines the predictive perfor mance of conjoint models under three data collection modes, i.e., in-person interviews, mail questionnaire, and telephone interviews. The results indicate the conjoint mod els examined to be comparable in predictive performance across the three data collection modes.