With interactive conjoint, the number of attributes and attribute levels can be far greater than that used in the classical full profile conjoint. The survey includes both a conventional section in which, for instance, specific questions are asked regarding the significance of the attributes as well as the order of preference of the specific attribute levels, and the actual conjoint section, in which product examples are created and presented in pairs. The survey participant is asked to specify which example he prefers in each pair, whereby he can graduate his response to show greater or lesser degrees of preference.
Because this method is an interactive process, it can only be performed within a computer-aided interview.
One benefit of using a computer-based questionnaire is the ability to include graphical elements in the survey. In the conventional section of the survey, the elements are presented separately. In the paired comparison section, complete visual representations are compiled based on the information obtained thus far and then presented to the participants.
An additional benefit is the ability to create studies using a very large number of attributes. The attributes are broken down into sections which are then addressed in separate conjoint studies. In a higher-level conjoint, questions regarding global criteria such as price are asked in relation to the lower-level sections. The Conjoints are linked mathematically during the analysis, so that all attributes can be put in relationship to one another (→ multistage conjoint.).
