Does Fixed vs. Randomized Attribute Presentation Affect Their Relative Effect?

• In Event: Conjoint Design in Focus: Practical and Theoretical Advances

Abstract

Does presenting attributes in a fixed versus a randomized order affect the relative effect of each attribute? We conducted a conjoint experiment to assess the potential bias arising from different methods of attribute presentation. Nearly 55% of the respondents received attributes in a random order, while the remaining 45% received them in a fixed order, with value randomization occurring as is typical in conjoint experiments. Our findings suggest that the effects of attribute order are larger in a fixed setup and can be nuanced. When we focus solely on statistical significance, the effects of attribute order are subtle. However, a broader analysis encompassing both the magnitude and statistical significance of these effects highlights a pronounced and more significant impact of the attribute ordering.

Author

• Md Mujahedul Islam, University of Toronto