How to Start a Conjoint Research Question
Turn a broad research idea into a choice task, attributes, levels, and outcomes.
The Short Version
Turn a broad research idea into a choice task, attributes, levels, and outcomes. A practical way to begin is to write the real-world choice respondents should evaluate, then define the unit of choice, such as candidates, policies, products, jobs, or messages. Finish by making sure you draft a one-paragraph design rationale for collaborators or reviewers. The full walkthrough below explains each part in order.
Is This Guide for You?
Researchers who know the topic but have not yet translated it into a conjoint design.
Follow These Steps
Work through these 6 steps at your own pace. The wording is intentionally practical, and you can return to the checklist at the end when you are ready to review your work.
- Write the real-world choice respondents should evaluate.
- Define the unit of choice, such as candidates, policies, products, jobs, or messages.
- List attributes that plausibly influence that choice.
- Remove attributes that are only background description.
- Write one primary outcome before building the survey.
- Draft a one-paragraph design rationale for collaborators or reviewers.
What This Helps You Accomplish
A conjoint design is strongest when every attribute connects to the research question. Starting with the choice structure prevents the survey from becoming a loose list of interesting details.
A Quick Confidence Check
- Use one clear choice domain.
- Avoid attributes that respondents cannot interpret.
- Keep the primary estimand clear.
- Save the rationale with preregistration notes.
Common Questions
Can I use this guide if I am new to this?
Yes. Researchers who know the topic but have not yet translated it into a conjoint design. Follow the steps in order, start with a small test, and use the final checklist before you field or report anything important.
What is the simplest way to get started?
Begin by write the real-world choice respondents should evaluate. Next, define the unit of choice, such as candidates, policies, products, jobs, or messages. You do not need to perfect every setting before running a small preview or pilot.
How do I know when I am ready?
Use the confidence check above. In particular: Use one clear choice domain. Avoid attributes that respondents cannot interpret. Keep the primary estimand clear. Save the rationale with preregistration notes. When the decision is consequential, keep your study documentation and ask a qualified colleague or methods reviewer to examine the design as well.
Related Guides
Research artifact: sample data, codebook, and scriptsResearch Pathways
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