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Images/Icons instead of text to describe levels

I´m currently creating a conjoint study and now wondering if it´s possible to use pictures/icons instead of basic text to distinct levels.

Will the results be biased, due to different reception of the pictures?

Example:
https://1drv.ms/u/s!Am-WQDk3Ij4YnCeiL5SLa0bZ_ASB?e=6lYMgH
asked Dec 6, 2019 by straubad (225 points)
retagged Dec 9, 2019 by straubad

1 Answer

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Best answer
I have to think it matters whether you use text or images, but I cannot think of many empirical tests where the differences were large.  

But there are a lot of factors to consider.  

I think most folks would advise you to make your stimuli as much like the marketplace as possible, and if images of brand logos or pictures or products help put respondents in that mind frame, so much the better.  

But I'm sure it also depends on  the complexity of the images and the screen size on which respondents will take your survey:  a complex image of the workings of an intricate product may not be well conveyed on a small smartphone screen.
answered Dec 9, 2019 by Keith Chrzan Platinum Sawtooth Software, Inc. (90,575 points)
selected Jan 27 by straubad
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