摘要：Interviewer-based conjoint analyses are usually time consuming and expensive. By
changing the data collection process to the Internet, it is easier to contact a larger number of peo-
ple within a shorter amount of time. In addition, it is a more cost effective method. However, it is
questionable if the data is of the same quality, since conjoint analyses regularily need more time
to explain the task to the interviewee. This might have a negative impact onto the validity of the
gathered data. Therefore, a scientific study was conducted in order to compare the validity of
such two data sets. The results show that there are no big differences in the validity between an
interviewer-based computer and an online-conjoint analysis. Rather it can be shown that the va-
lidity of the data of the online-conjoint analysis is slightly higher.
