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Market simulation with Alternative Specific Designs (ACBC)

Dear Sawooth team

we've set up an ACBC to check people's preferences regarding roof renovations.

They had the option to renovate the roof just with normal tiles, or with a integrated photovoltaic-plant.

When the roof with the photovoltaic plant was shown, the different characteristics of the photovoltaic plant (e.g. origin of the modules, color, etc.) were additionally shown.

We had different price levels depending on whether it was a normal roof or a roof with a photovoltaic plant.

The HB model produces realistic results (utilities, importances, etc.). We now would like to predict market shares for the different options. Is that possible with market simulation tools that you offer? I checked with SMRT and it seems that there is no possibility to perform such a simulation as I would have to include also attribute levels for the "roof only" option that were now even shown in the survey (e.g. origin of modules).

Thanks a lot for your feedback in advance!

asked Jan 22, 2016 by anonymous

1 Answer

0 votes
When using SMRT market simulations for alt-spec conjoint designs, when an attribute is not applicable to a product concept, just specify "NA" for the attribute level.  "NA" stands for "Not Applicable".
answered Jan 22, 2016 by Bryan Orme Platinum Sawtooth Software, Inc. (174,440 points)