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Lighthouse Studio: CBC



Choice-Based Conjoint (CBC) is the most popular conjoint-related technique in use today. With this Lighthouse Studio component, respondents are shown multiple product concepts (and an optional "None" alternative) and are simply asked which one they would choose.


Our CBC software is a component within our Lighthouse Studio suite of tools. It may be used for:

  1. Web-based interviewing
  2. CAPI interviewing (computers not connected to the Internet)
  3. Paper-based interviewing

Base System Features

  • Up to 10 attributes (expandable with the Advanced Design Module)
  • Up to 15 levels per attribute, text and/or graphics (expandable with the Advanced Design Module)
  • Up to 16 product concepts per screen (expandable with the Advanced Design Module)
  • Experimental designer for CBC questionnaire construction
  • Test design module for assessing the relative efficiency of designs
  • Import/Export designs to/from other software programs
  • Traditional or dual-response "None"
  • Single choice, best-worst, or allocation (chip allocation)
  • Traditional or conditional price attribute
  • Built-in aggregate logit, latent class, and HB routines for estimating part-worth utilities for the population or pre-defined subgroups
  • Part-worth or linear continuous variable functions
  • Main effect and optional first-order interactions
  • Choice Simulator software included, for conducting market simulations

System Requirements

Lighthouse Studio supports Windows 7 and later.

Server Requirements

For web-based data collection, the software works on any Windows or Unix(Linux) based server platform that supports Perl scripts (including inexpensive shared hosting solutions).

If you are having trouble deciding which conjoint method might be best for your specific situation, try our Interactive Advisor.

Lighthouse Studio

Lighthouse Studio is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

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