Abstract
Data collection for conjoint analysis is relatively new. The current study examines the reliability and convergent validity for selected user segments vs. the mail questionnaire alternative. The results attest the telephone collection procedure is both reliable and valid relative to collecting data with mail questionnaires.
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Wilson, T.C. Collecting conjoint data through telephone interviews. JAMS 12, 190–199 (1984). https://doi.org/10.1007/BF02721808
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DOI: https://doi.org/10.1007/BF02721808