This paper has been archived and removed from our list of current Technical Papers. The information it provides may be outdated or irrelevant based on our present understanding of the topic. However, we will continue to publish it here for historical purposes.
The Internet is fast becoming a viable way to conduct market research surveys for many situations. This article reports on a Full-Profile conjoint experiment conducted over the Internet. Single-Concept and Pairwise approaches are compared in terms of conjoint importances, utilities and reliability for predicting holdout choice concepts. Very little difference is found in any of the measures, suggesting that both approaches work well in practice for computerized Full-Profile conjoint.