Leveraging Market Research Techniques in IS – A Review of Conjoint Analysis in IS Research

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Version: Final published version
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Serval ID
serval:BIB_B4FECEE59987
Type
Inproceedings: an article in a conference proceedings.
Collection
Publications
Institution
Title
Leveraging Market Research Techniques in IS – A Review of Conjoint Analysis in IS Research
Title of the conference
Proceedings of the 38th International Conference on Information Systems (ICIS 2017)
Author(s)
Naous Dana, Legner Christine
Publication state
Published
Issued date
10/12/2017
Peer-reviewed
Oui
Language
english
Abstract
With the increasing importance of mass-market information systems (IS), understanding individual user preferences for IS design and adoption is essential. However, this has been a challenging task due to the complexity of balancing functional, non-functional, and economic requirements. Conjoint analysis (CA), a marketing research technique, estimates user preferences by measuring tradeoffs between products attributes. Although the number of studies applying CA in IS has increased in the past years, we still lack fundamental discussion on its use in our discipline. We review the existing CA studies in IS with regard to the application areas and methodological choices along the CA procedure. Based on this review, we develop a reference framework for application areas in IS that serves as foundation for future studies. We argue that CA can be leveraged in requirements management, business model design, and systems evaluation. As future research opportunities, we see domain-specific adaptations e.g., user preference models.
Keywords
Information systems, design, evaluation, conjoint analysis, user preferences
Funding(s)
Swiss National Science Foundation / Projects / 205121-159951
Create date
16/04/2020 21:55
Last modification date
17/04/2020 6:10
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