Lighthouse Studio: CBC ADM
The Advanced Design Module of the Choice-Based Conjoint software for Lighthouse Studio provides more flexibility with "Alternative-Specific" and "Partial-Profile" designs. In traditional CBC, each product concept is composed of one level from every attribute in the study. Sometimes CBC projects do not fit this model and require a different approach.
- Up to 250 attributes
- Up to 250 levels per attribute (text and/or graphics)
- Up to 100 product concepts per screen
- Supports alternative-specific designs
- Supports partial-profile designs
- Supports shelf-presentation display
Alternative-specific designs let you include attributes that only apply to some alternatives (i.e. brands, drug treatments or modes of transportation). For example, in this CBC question, the attributes that apply to bus transportation do not apply for cars:
|Which of these methods would you use to get to work?|
|Ride the bus
Picks up every 10 min.
$1.00 per one-way trip
|Drive my car
Parking fee $8.00 per day
I'd choose another way
to get to work
The Advanced Design Module also lets you conduct partial-profile experiments. Partial-profile designs let you study more attributes than is generally considered prudent with full-profile designs. They avoid potential information overload by asking respondents to consider only a subset of the attributes at a time.
Both of these design strategies can lead to attribute lists exceeding the limitations of the 10-attribute base CBC system. For that reason, the Advanced Design Module permits up to 250 total attributes.
For advanced packaged goods and beverage research, we've provided additional features within CBC/Web's Advanced Design Module. Under the Lighthouse Studio (CBC/Web + Advanced Design Module) platform, it can include up to 250 levels per attribute, can display up to 100 product concepts within a choice task, and offers a realistic shelf display view that mimics the look of a store shelf.
Having an increased limit on the levels per attribute allows researchers to more properly specify complex designs involving brands, packages and customized prices for each brand/package combination.