Conducting Studies of Decision Making in Organizational Contexts: A Tutorial for Policy-Capturing and Other Regression-Based Techniques

Abstract

Policy-capturing, conjoint analysis, and related techniques are all regression-based methods used in various areas of organizational research to determine the importance people attach to cues when they make decisions. Despite the widespread use of those methods, the organizational research literature lacks an integrated tutorial for researchers who are interested in studying decision making but who have little experience with the techniques required for this type of research. The authors use empirical findings and suggestions from a number of sources to offer a step-by-step tutorial covering the effective design, execution, analysis, interpretation, and reporting of policy-capturing studies.