The classic choice-based conjoint question format is a grid:
Often it is better to reformat it so that the attribute names are embedded in the attribute levels, as in the example below, as:
- It's faster to read.
- The format is much easier to read on mobile phones. In particular, you want a choice question that requires no scrolling if at all possible.
For the same reason, where brand is an attribute, it's better to use it as the column headings, rather than using generic descriptors like Option 1 and Option 2.
It is possible to use questions that aren't just grids of words. It's common to use logos and packaging shots, to mock up fake supermarket shelves, and to even use virtual reality. In studies involving just brand and price, questions like this (this one is from Sawtooth Software) are widely used.
While it seems obviously a good idea to maximize the realism of the questions, it does come with some challenges:
- It costs more.
- Realism can hinder choice. For example, product descriptions may be hard to read when viewing a photo of a hypothetical product.
- It may take longer to complete.
- A larger sample size may be required due to the above factors.
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