In choice-based conjoint (CBC) analysis respondents’ decisions in choice settings are used to determine relevant attributes and attribute levels of the products considered. Yet, the cognitive process preceding the choice decision is usually ignored. The eye tracking technique can be used to gain additional insights on how information is processed in the context of preference measurement. However, because of the technical requirements, an efficient application of eye tracking is often hard to realize in managerial practice. Therefore, the use of alternative process-tracing approaches like Mouselab, which do not require extensive laboratory equipment, seems to be desirable. On the other hand, it has been indicated that Mouselab is not unproblematic, since it potentially influences the way information is processed. Against this background, the present paper explores whether applying Mouselab, instead of eye tracking, influences the way information is acquired and processed and whether respectively how this affects the validity of CBC results. The empirical study shows that Mouselab in fact changes the information acquisition process, but this does not affect the quality of the preference measurement results.
Marketing Zfp - Journal of Research and Management, 2010, Vol 32, Issue 3, p. 133-143