Sawtooth Solutions #1: 1996 Spring

Who is Sawtooth Software?

Sawtooth Software was founded in 1983, shortly after small computers first burst upon the scene. We believed PCs had a bright future in the collection and analysis of marketing research data, and in the last decade we have produced many successful software products for interviewing and data analysis.

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What Is Sawtooth Solutions?

This is the new publication of Sawtooth Software. Last year, part of our company was "spun off" to become Sawtooth Technologies, Inc., which now serves our former CATI users, remains a sales representative for our Ci3 product, and continues to publish Sawtooth News.

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Staying Out of Trouble with ACA

Though we've been told that ACA is remarkably easy to use, we talk nearly every day with an ACA user who has run into a problem of some kind. We thought it might be helpful to list the problems responsible for the most frequent customer support calls. Each could be the subject for an essay, but we'll spare you, and just list the problems with a few words of explanation for each.

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How Many Questions Should You Ask in Choice-Based Conjoint?

When planning a choice-based conjoint study, one must decide how many choice tasks to give each respondent. This is an important issue because we know that if the interview is too long, respondents can get fatigued or bored, and their answers may be of little value. But, we are motivated to collect as much data from each respondent as possible to maximize the impact of each dollar spent on field work.

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The Basics of Interpreting Conjoint Utilities

Users of conjoint analysis are sometimes confused about how to interpret utilities. Difficulty most often arises in trying to compare the utility value for one level of an attribute with a utility value for one level of another attribute. It is never correct to compare a single value for one attribute with a single value from another. Instead, one must compare differences in values.

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