None Option

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The "None" option allows respondents to tell us that none of the products on the screen are good enough. It might say, "NONE: I wouldn't buy any of these."


The "None" option can also be used for showing a status quo option, such as, "I would stay with my current utility provider."


The "None" option has some weaknesses:


When respondents answer "None," you learn very little about their preferences for the attributes and levels in your study.

Respondents in market research surveys tend to exaggerate their willingness to buy products you show them; thus, the percent of "None" choices is lower than in the real world.


Despite the drawbacks, most experienced researchers like to include the "None" concept in CBC surveys.


If you include a "None" option:


Your final preference scores include a score for the "None" option. A higher "None" score means the respondent is more likely to pick the "None" alternative.

Within the what-if market simulator, you have the option of simulating how many respondents would choose the "None" alternative versus the products you've specified in the competitive scenario.

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