The Used of Modified Conjoint Analysis to Evaluate Interest Level and Value of Items in Instrument Development

Abstract

Expert judgment about items in the research of education is generally done using pair wise comparison method that aims to determine the expert’s opinion on some items that were evaluated. This method is also used to determine the value of each of these items. This method is difficult to be applied to number of items that too much. With a comparable amount as 2Cn or n!/(n-2)!n!, where n is the number of items, then the increase in number of items will increase the difficulty of the respondents in comparison to. This is further complicated if each item being compared have some variables in determining its quality. To overcome this problem, the authors suggest the use of conjoint analysis is commonly used in marketing research, to evaluate a variable interest rate. This method was modified to suit the intended use of the method of paired comparisons, which determine the level of interest and the value of each item.