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Enhancing Validity and Reliability through Feedback-driven Exploration : A Study in the Context of Conjoint Analysis

Irene Boesch, Markus Schwaninger, Michael Weber & Roland W. Scholz

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versione breve This study proposes a research design for the enhancement of validity and reliability in conjoint analysis research. For this purpose, we are applying the concept of feedback-driven exploration to conjoint analysis and assess the proposed research design concerning its benefits and limitations in respect of validity and reliability of results. The article is of interest for the field of preference elicitation through stated preference methods, and for model validation in transdisciplinary research. By applying the principle of feedback-driven exploration, we allow for feedback loops between researchers, industry experts and survey participants in order to strengthen both validity and reliability. A multi-case study of the agricultural markets in Switzerland illustrates the functioning of the proposed research design. We find that feedback-driven exploration significantly increases validity and reliability by enhancing methodological rigor and implementing an error-correcting mechanism. Additionally, a better understanding of the underlying decision processes is supported by the design due to increased interaction between researchers, industry experts and market participants.
   
tipo Journal paper
   
parole chiave Feedback-driven Exploration: Conjoint Analysis; Research Methodology; Validity; Reliability
   
lingua English
kind of paper journal article
data di apparenza 6-2013
giornale Systemic Practice and Action Research
Editore Springer Science (Dordrecht)
ISSN 1094-429X
ISSN (online) 1573-9295
DOI 10.1007/s11213-012-9248-6
edizione del giornale 2013
numero del giornale 26
pagine 217-238
review double-blind review
   
citation Boesch, I., Schwaninger, M., Weber, M., & Scholz, R. W. (2013). Enhancing Validity and Reliability through Feedback-driven Exploration: A Study in the Context of Conjoint Analysis. Systemic Practice and Action Research, 2013(26), 217-238, DOI:10.1007/s11213-012-9248-6.