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Enhancing Validity and Reliability Through Feedback-Driven Exploration: A Study in the Context of Conjoint Analysis

Boesch, Irene ; Schwaninger, Markus ; Weber, Michael ; Scholz, Roland

In: Systemic Practice and Action Research, 2013, vol. 26, no. 3, p. 217-238

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    Titre
    • Enhancing Validity and Reliability Through Feedback-Driven Exploration: A Study in the Context of Conjoint Analysis
    Auteur
    • Boesch, Irene. Agri-Food & Agri-Environmental Economics Group, Institute for Environmental Decisions, ETH Zurich, Sonneggstrasse 33, 8092, Zurich, Switzerland
    • Schwaninger, Markus. Institute of Management, University of St. Gallen, Dufourstrasse 40a, 9000, St. Gallen, Switzerland
    • Weber, Michael. Agri-Food & Agri-Environmental Economics Group, Institute for Environmental Decisions, ETH Zurich, Sonneggstrasse 33, 8092, Zurich, Switzerland
    • Scholz, Roland. Natural and Social Science Interface, Institute for Environmental Decisions, ETH Zurich, Universitaetsstrasse 22, CHN J 74.2, 8092, Zurich, Switzerland
    Type de document
    • Postprint
    Langue
    • Anglais
    Publié dans
    • Systemic Practice and Action Research, 2013, vol. 26, no. 3, p. 217-238. Springer US; http://www.springer-ny.com
    Autre version électronique
    Identifiant OAI-PMH
    • oai:doc.rero.ch:316855
    Summary
    This study proposes a research design for the enhancement of validity and reliability in conjoint analysis research. For this purpose, we are applying the concept of feedback-driven exploration to conjoint analysis and assess the proposed research design concerning its benefits and limitations in respect of validity and reliability of results. The article is of interest for the field of preference elicitation through stated preference methods, and for model validation in transdisciplinary research. By applying the principle of feedback-driven exploration, we allow for feedback loops between researchers, industry experts and survey participants in order to strengthen both validity and reliability. A multi-case study of the agricultural markets in Switzerland illustrates the functioning of the proposed research design. We find that feedback-driven exploration significantly increases validity and reliability by enhancing methodological rigor and implementing an error-correcting mechanism. Additionally, a better understanding of the underlying decision processes is supported by the design due to increased interaction between researchers, industry experts and market participants