Discrete choice surveys by telephone
W. Steven Perkins, Jacqueline Roundy
Journal of the Academy of Marketing Science · 1993 · Volume 21 · Issue 1
Abstract
In two consumer studies, discrete choice surveys were administered both by telephone and by traditional pencil and paper methods. Study participants responded to discrete choice surveys concerning pizza restaurants in the first study and fast food restaurants in the second. Neither aggregate level estimated utilities for the pizza restaurants, nor market shares for the fast food restaurants differed by method of administration. The results indicate that discrete choice surveys can be successfully administered by telephone.
Keywords
Discrete Choice, Conjoint Analysis, Fast Food Restaurant, Discrete Choice Analysis, Sawtooth Software
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