Using Fractional Factorial Conjoint Analysis Methodology in Organizational Behavior Studies

Organizational behavior research would be enhanced by more frequently using a conjoint analysis methodology to enable more robust multi-attribute analyses of decision making processess. While many current OB studies use policy capturing studies with two or three attributes, using a conjoint study allows a researcher to simultaneously examine many more attributes using an orthogonal, fractional factorial design. In this paper, I discuss the challenge of multiple attribute utility analysis in organizational behavior research, and then discuss how fractional factorial conjoint analysis (FFCA) works and meets the aforementioned challenge. I propose a framework for integrating FFCA into OB research and offer an example of how such a conjoint methodology was used in a recruitment study. The paper concludes with a discussion of the potential for using FFCA methodology more frequently in organizational behavior research.