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Recent Data about commercial use of Conjoint Analysis


I'm looking for information about the commercial use of Conjoint-Analysis.
Of course there are well-known sources like:

Cattin/Wittink (1982)
Wittink/Cattin (1989)
Wittink/Vriens/Burhenne (1994): Europe/USA
Hartmann/Sattler (2002): Germany, Austria, Switzerland

But is there any recent information from Sawtooth or anybody else about the commercial use of CA?

Thank you all!
asked Oct 11, 2014 by Michael

2 Answers

0 votes
Here's a few somewhat random examples of things you can find in our conference proceedings:

CBC vs. ACBC: Comparing Results with Real Product Selection (2009)

The Importance of Shelf Presentation in Choice-Based Conjoint Studies (2004)
(starting on page 135)

Validation and Calibration of Choice-Based Conjoint for Pricing Research (2003)
(starting on page 209)

Forecasting Scanner Data by Choice-Based Conjoint Models (1999)
(starting on page 169)

Using Scanner Data to Validate Choice Model Estimates
(starting on page 201)

Predicting Actual Sales with CBC: How Capturing Heterogeneity Improves Results (1999)
answered Oct 13, 2014 by Brian McEwan Gold Sawtooth Software, Inc. (41,570 points)
0 votes
If you are looking for measures about how many conjoint analysis projects are being done in industry and the market share of the different conjoint analysis approaches, all I have seen in the last 20 years is the internal customer feedback survey we do here at Sawtooth Software.  We learn from our customers which conjoint methods they use for the conjoint studies they conduct.  

You can access the most recent report at: www.sawtoothsoftware.com/download/conjoint_usage_report_2014.pdf

It's hard to make inferences regarding the total number of conjoint analysis studies being run by our customers each year (since it's hard to deal with the significant amount of non-response to our customer feedback survey), but the best guess we have made is reported in our "Getting Started with Conjoint Analysis" book, where we state our belief that 10K to 13K conjoint analysis projects are done each year by our customers alone.
answered Oct 13, 2014 by Bryan Orme Platinum Sawtooth Software, Inc. (171,240 points)