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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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abstract 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.
   
type journal paper
   
keywords Feedback-driven Exploration: Conjoint Analysis; Research Methodology; Validity; Reliability
   
language English
kind of paper journal article
date of appearance 6-2013
journal Systemic Practice and Action Research
publisher Springer Science (Dordrecht)
ISSN 1094-429X
ISSN (online) 1573-9295
DOI 10.1007/s11213-012-9248-6
volume of journal 2013
number of issue 26
page(s) 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.