1. The Potential of Conjoint Analysis for Communication Research
- Author
-
Elena Pelzer
- Subjects
validity ,Communication ,05 social sciences ,Eastern Communication Association ,050801 communication & media studies ,050109 social psychology ,Stimulus (physiology) ,Likert scale ,Communication Research Reports ,0508 media and communications ,conjoint analysis ,0501 psychology and cognitive sciences ,Psychology ,CRR ,ECA ,Cognitive psychology ,Likert scales - Abstract
This project highlights the differences between measurements, namely between Likert-type scale measures and two conjoint analysis techniques––that is traditional conjoint analysis (TCA) and choice-based conjoint analysis (CBC). When referencing this project, please cite its corresponding publication: Pelzer, E. (2019). The Potential of Conjoint Analysis for Communication Research. Communication Research Reports, 36(2), 136-147. doi: 10.1080/08824096.2018.1559138 The project includes: 1. Raw data file (in .csv) 2. Cleaned data file with student sample (in .csv) 3. Cleaned data file (#2) was restructured to long-form to analyze CBC (in .csv) 4. Bland-Altman-Scatterplots to compare mean ranking positions of Likert-type scale, TCA and CBC 5. Tables with detailed analyses of Likert-type scale (OLS regression, HC-SE 3, HC-SE 4), TCA (OLS regression, MONANOVA), and CBC (Cox-regression)
- Published
- 2022
- Full Text
- View/download PDF