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from Part I - Experimental Designs
Published online by Cambridge University Press: 08 March 2021
Conjoint survey experiments have become a popular method for analyzing multidimensional preferences in political science. If properly implemented, conjoint experiments can obtain reliable measures of multidimensional preferences and estimate causal effects of multiple attributes on hypothetical choices or evaluations. This chapter provides an accessible overview of the methodology for designing, implementing, and analyzing conjoint survey experiments. Specically, we begin by detailing a new substantive example: how do candidate attributes affect the support of American respondents for candidates running against President Trump in 2020? We then discuss the theoretical underpinnings and key advantages of conjoint designs. We next provide guidelines for practitioners in designing and analyzing conjoint survey experiments. We conclude by discussing further design considerations, common conjoint applications, common criticisms, and possible future directions.
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