Online Conjoint Analysis: - YouGov

Directions for future research
The reliability of the conjoint analysis results has been found to depend
on the age of the respondents and on the tested product. That means:
In order to draw conclusions with the same reliability, different amounts of
data (case number, number of statements per respondent) according to the
age group and to the product to be tested will be necessary. Therefore a
further quantification would be reasonable.
Considering age, one should investigate whether there is a possibility of
creating the tasks for the older people in a different way, so that the answers
will be more reliable.
Considering product category, reasons for differences in reliability should be
explored. Reasons may be e.g. the familiarity with the product or the
involvement or the motivation to participate in the survey.
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