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Subjective preferences towards various conditions of self-administered questionnaires: AHP and conjoint analyses

Author

Listed:
  • Rafal Michalski
  • Marta Staniow

Abstract

Using questionnaires for eliciting data from respondents has a long term history. The present paper focuses on subjects’ preferences towards specific self-administered questionnaire designs and circumstances in which these experiments are carried out. The paper examines three factors, that is, the assistant presence (yes, no), survey form (paper or electronic), and scale type (visual analogue or Likert). A pairwise comparison technique was employed to obtain participants’ opinions. Calculations of the relative preferences were performed according to the Analytic Hierarchy Process (AHP) methodology. The conjoint methodology employed in this study provided partial utilities of the examined factor levels and relative importances for the effects. Apart from verifying the statistical significance of the investigated factors, the analysis of variance revealed also possible interactions between them.

Suggested Citation

  • Rafal Michalski & Marta Staniow, 2018. "Subjective preferences towards various conditions of self-administered questionnaires: AHP and conjoint analyses," WORking papers in Management Science (WORMS) WORMS/18/08, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
    • Handle: RePEc:ahh:wpaper:worms1808
    DOI: 10.1007/978-3-319-91797-9_32
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    File URL: https://worms.pwr.edu.pl/RePEc/ahh/wpaper/WORMS_18_08.pdf
    File Function: Final version, 2018
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    File URL: https://libkey.io/10.1007/978-3-319-91797-9_32?utm_source=ideas
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    References listed on IDEAS

    as
    1. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    2. Rafal Michalski, 2016. "Eye tracking based experimental study on basic digital control panel usability," WORking papers in Management Science (WORMS) WORMS/16/13, Department of Operations Research and Business Intelligence, Wroclaw University of Science and Technology.
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    Citations

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    Cited by:

    1. Kowalska-Pyzalska, Anna & Michalski, Rafał & Kott, Marek & Skowrońska-Szmer, Anna & Kott, Joanna, 2022. "Consumer preferences towards alternative fuel vehicles. Results from the conjoint analysis," Renewable and Sustainable Energy Reviews, Elsevier, vol. 155(C).

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    More about this item

    Keywords

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    JEL classification:

    • C00 - Mathematical and Quantitative Methods - - General - - - General
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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