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Jane tang advances in quant - 2011
Jane Tang presented research showing that the response scales used in pre-conjoint questions can condition respondents and influence their choices in the conjoint task. Using broad categories in pre-questions leads respondents to focus on fewer product features and be more price sensitive in conjoint, while narrow categories lead them to consider more features and be less sensitive to price. Specifically, respondents exposed to broad scales sorted objects into larger groups, applied looser inclusion criteria to categories, and had higher price elasticity in conjoint than those exposed to narrow scales. The conditioning from scales can be strategically used to direct attention to certain information.
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Jane tang advances in quant - 2011
- 1. A Presenta*on from The NewMR “Advances in Quan*ta*ve Research” Event 19 September, 2012 Event sponsored by Affinnova All copyright owned by The Future Place and the presenters of the material For more informa=on about Affinnova visit www.affinnova.com For more informa=on about NewMR events visit newmr.org Malleable Conjoint Partworths: How the Breadth of Response Scales Alters Price Sensi=vity Jane Tang, Vision Cri/cal
- 2. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 Conditioning via Broad versus Narrow Categories: How the Breadth of Response Scales Alters Price Sensitivity Jane Tang Advanced Analytics Vision Critical
- 3. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 Respondents are often asked other questions before the conjoint exercise begin (e.g. screening criteria, demographic questions, current product usage, etc...) The response categories used in the questions before a conjoint task provide conditioning and affect choices made in the conjoint section, altering respondents’ price sensitivity.
- 4. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 Broad Narrow Under 18 years old Under 18 years old 18 to 34 18 to 24 35 to 54 25 to 29 55 or older 30 to 34 35 to 39 40 to 44 45 to 49 50 to 54 55 to 59 60 to 64 65 to 69 70 to 74 75 to 79 80 or older
- 5. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 • AMITAV CHAKRAVARTI – London School of Economics • VICKI G. MORWITZ – New York University • GÜLDEN ÜLKÜMEN - University of Southern California • AMITAV CHAKRAVARTI – London School of Economics • VICKI G. MORWITZ – New York University • GÜLDEN ÜLKÜMEN - University of Southern California “Categories Create Mindsets: The Effect of Exposure to Broad versus Narrow Categorizations on Subsequent, Unrelated Decisions,” Journal of Marketing Research, 2010
- 6. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 • Scale type used in decision context #1 Basic Premise Decision context #2 – Subsequent and unrelated – Judgments and decisions Broad Scale Narrow Scale
- 7. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 Decision Context #1: Manipulation Broad Scales Narrow Scales
- 8. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 8 Study 1: Effects on Object Sorting
- 9. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 9 Number of Categories
- 10. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 Study 2: Category Inclusion Task • Continuum of Chinese-Western European faces 10 Check the appropriate buTon a) This is a Chinese face b) I am not sure Results – Those who responded on Broad scales accepted a greater number of faces to be Chinese before expressing their uncertainty than did those who responded on Narrow scales (MBROAD = 3.33, MNARROW = 2.53)
- 11. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 Overview of Findings 11 Grouping Task (Study 1) Few, large groups Many, small groups Categoriza*on Task (Study 2) Lenient inclusion criterion Stricter inclusion criterion General Findings Survey Scale Changes in Informa=on Processing Style Broad Narrow Lenient & less careful less conceptual complexity few, salient dimensions Cri=cal & careful more conceptual complexity mul=ple, salient & non-‐salient
- 12. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 Survey Scale Changes in Informa=on Processing Style Broad Narrow Lenient & less careful less conceptual complexity few, salient dimensions Cri=cal & careful more conceptual complexity mul=ple, salient & non-‐salient Conjoint Study Focusing on fewer product features More Price Sensi*ve Focusing on more product features Less Price Sensi*ve
- 13. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 13 • Screening questions: – Decision maker, gender, age, occupation, devices inventory (own & plan to buy) • Mobile device usage: – Frequency of usage of devices own/plan to buy • Introduction to Mobile Internet Device (MID) concept • Evaluation of the concept: – Overall appeal and impressions. • Introduction to conjoint: – Education about the features • CBC exercise • Profiling questions: – Game playing, Attitudes toward technology, (open-end) thoughts about the survey. Questionnaire Flow
- 14. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 14 Scale Manipulation: Broad vs. Fine • The number of response categories in each of the cells were as follows: # of response categories Broad Narrow Age 4 14 Occupation 4 39 Devices own/plan to buy 8 20 Frequency of usage of the device 4 10 Evaluation of Product concept 3 10
- 15. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 15 The CBC exercise
- 16. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 16 Relative Importance of Factors Rela*ve Importance of Factors Broad Condi*on Narrow Condi*on t = p = Connec*vity 24% 24% 0.08 0.94 Internet Browsing 14% 17% 2.90 <0.01 eMail 7% 5% -‐2.00 0.05 GPS 2% 3% 2.54 0.01 Phone 13% 18% 3.19 <0.01 Storage 5% 4% -‐1.83 0.07 Price 35% 29% -‐2.24 0.03
- 17. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 17 Price Elasticity Broad Narrow $99 18% 21% $499 5% 8% Price Elas*city -‐0.87 -‐0.67 Difference -‐0.2 SD 0.07 t= -‐2.78 p-‐value 0.006
- 18. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 The conditioning respondents receive before the conjoint task (via the nature of the response categories) matters. Can we strategically make use of this conditioning to make respondents/consumers pay more or less attention to certain types of information?
- 19. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 Jane Tang Vision Critical Thank you Jane.Tang@visioncri=cal.com
- 20. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 Q & A Jane Tang Vision Critical Ray Poynter VCU, Vision Critical
- 21. Speaker Jane Tang,Vision Critical, Canada NewMR Advances in Quantitative Research Event, 19 September 2012, Session 2 Jane Tang Read Jane’s blog @ hTp://vcu.visioncri=cal.com/blog/ Jane.Tang@visioncri=cal.com Please write to me to for the full working paper
- 22. A Presenta*on from The NewMR “Advances in Quan*ta*ve Research” Event 19 September, 2012 Event sponsored by Affinnova All copyright owned by The Future Place and the presenters of the material For more informa=on about Affinnova visit www.affinnova.com For more informa=on about NewMR events visit newmr.org Malleable Conjoint Partworths: How the Breadth of Response Scales Alters Price Sensi=vity Jane Tang, Vision Cri/cal