The factorial survey design (“vignette analysis”) is a method that integrates multi-factorial experimental set-ups into surveys. Respondents are asked to evaluate hypothetical situations, objects, or persons. By systematically varying attributes of the descriptions, it is possible to determine their influence on respondents' stated attitudes, decisions, or choices. The experimental variation of the stimuli makes it possible to estimate the influence of each attribute on the evaluation. The factorial survey method is therefore an appropriate instrument for testing theoretical predictions. Moreover, because the experiment is embedded in a survey questionnaire, it is possible to reach heterogeneous sample populations.

 

This course provides a theoretical and practical overview of factorial survey methods. Participants will gain practical insights into all the single steps necessary to design a factorial survey experiment: (1) construction of vignettes, (2) selection of an experimental design, (3) drafting and programming of questionnaires (for online surveys as well as paper and pencil surveys), (4) data management, and (5) data analysis techniques (e.g., multilevel analyses, willingness to pay estimates). The course is structured as follows: Instructors will provide an overview on factorial survey experiments and explain practical tasks. Participants work on the tasks in individual “hands on” exercises. For the practical exercises, participants may choose a research question related to their own research (e.g., PhD project).

 

For most practical analyses, the statistical software package Stata will be used (prior knowledge required!). For setting up experimental designs and programming of questionnaires we use the software packages SAS and QuestBack (no prior knowledge required). The method is NOT connected to (confirmatory or explorative) factor analysis. Moreover, the course does not cover anchoring and video vignettes.

The detailed syllabus with course times and literature will be available soon.