An Online Platform of Factorial Survey of Vignettes

• In Event: 1523 - Practice Symposium Roundtables
  In Informal Discussion Roundtable: Table 5: Mixed Methods

Abstract

Factorial survey of vignettes is a research method developed by Peter H. Rossi and widely used in social science research. Its value for practitioners in the applied context, such as those in marketing and medical settings, has been explored but not nearly as well known.

A major limitation to its diffusion and adoption in industry and business is the difficulty to computerize and put the survey in the cloud. With few exceptions, the vast majority of the factorial surveys are still in paper-and-pencil mode. Those factorial surveys that are online also tend to include only a small number of vignettes. We introduce our product and service that facilitates the construction of factorial survey (of potentially a large number of vignettes) online. We demonstrate a few examples in decision making in finance and health care, in marketing to gauge the customer’s preferences and to assist with pricing (e.g., how much the consumer is willing to pay, or how much the consumer is willing to trade their private information), in election or public opinion polls of social and political attitudes, among other applications. We will show how the potential users can go from a simple idea to a preliminary report in a period of days - through our assistance to build and implement online factorial surveys, collect and analyze the data, and interpret the results.

The audience will learn the innovative uses of factorial survey in the applied setting, the potential values the factorial survey can bring to their businesses, and the ways through which they can benefit from our product and service. We are eager to seek opportunities to collaborate on joint ventures into territories we have not conquered before.

Authors

• Jui-Chung Allen Li, Quanthon Corporation

• Yen-Ning Chang, Yale NUS College

• Hao-Ting Yu, National Taiwan University