Mobile devices such as tablets and smartphones are the survey platforms of the future. At SKIM, we’re preparing for this future by adapting survey interaction design to the specifics of mobile; shorter and more engaging choice exercises, with fewer choice tasks and fewer options per task. However, when doing this, we must make sure that the results of a mobile Choice-Based Conjoint (CBC) study are valid; as in, it delivers the same results as the same CBC study would on a traditional platform.
John and Gerard shared the results in empirical comparative studies between mobile and traditional CBC, to determine if and when the results of a mobile CBC are valid. Based on these results, they provided guidelines to determine when it is right to utilize mobile CBC.
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