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Journal of the Academy of Marketing Science
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Discrete Choice Surveys by Telephone

W. Steven Perkins

Penn State University

Jacqueline Roundy

Penn State University

In two consumer studies, discrete choice surveys were administered both by telephone and by traditional pencil and paper methods. Study participants responded to discrete choice surveys concerning pizza restaurants in the first study and fast food restaurants in the second. Neither aggregate level estimated utilities for the pizza restaurants, nor market shares for the fast food restaurants differed by method of administration. The results indicate that discrete choice surveys can be successfully administered by telephone.

Journal of the Academy of Marketing Science, Vol. 21, No. 1, 33-38 (1993)
DOI: 10.1177/0092070393211004
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