Choice Based Conjoint (CBC)

Discover-CBC: How and Why It Differs from Lighthouse Studio’s CBC Software

01 Jun 2018 - 191 hits

Sawtooth Software’s web-based (SaaS--Software as a Service) questionnaire authoring tool is streamlined, attractive, and user-friendly. We’re calling this web-based platform “Discover” and the CBC ... Read More

CBC Technical Paper (2017)

01 Aug 2017 - 462 hits

Choice-Based Conjoint Analysis (CBC) is an integrated component within the Lighthouse Studio platform for conducting choice-based conjoint studies. The main characteristic distinguishing choice-based ... Read More

Statistical Testing

01 Jun 2017 - 137 hits

The following article features Chapter 12 of Bryan Orme and Keith Chrzan's 2017 book, Becoming an Expert in Conjoint Analysis: Choice Modeling for Pros.

Perceptual Choice Experiments: Enhancing CBC to Get from Which to Why (2015)

01 Jun 2015 - 126 hits

CBC (Choice-Based Conjoint) choice simulators predict share of choice for product concepts within competitive market scenarios, but they provide no insights into perceptions—the why’s behind the ... Read More

Choice Experiments for Pharmaceutical Market Research (2015)

01 Jun 2015 - 116 hits

In modeling the prescribing decisions of physicians, pharmaceutical marketing researchers face challenges which combine to limit sample sizes while requiring complex models. This paper reviews some ... Read More

The Random Regret Minimization Choice Modeling Paradigm: An Introduction with Empirical Tests (2014)

01 Jun 2014 - 116 hits

A new choice paradigm available to academic and applied choice modelers is Random Regret Minimization (RRM). RRM works from the assumption that what drives choice is the avoidance of regret: a ... Read More

Scale Constrained Latent Class (2013)

06 Dec 2013 - 100 hits

Latent Class for Multinomial Logit (MNL) is a popular procedure for finding segments of respondents with different preferences from choice data such as CBC and MaxDiff. However, one aspect of ... Read More

History of Sawtooth Software's CBC Program (2011)

01 Jun 2011 - 152 hits

Sawtooth Software's founder, Rich Johnson, describes the events that led to the development of the CBC software product. This document provides insights into key developments that have made CBC the ... Read More

CBC/HB Technical Paper (2009)

18 Jun 2009 - 307 hits

Hierarchical Bayes is an advanced technique for computing individual- level part worths from CBC data. HB has been described favorably in numerous journal articles. Its strongest point of ... Read More

Fine-Tuning CBC and Adaptive CBC Questionnaires (2009)

01 Jun 2009 - 279 hits

In this article, the author (Orme) uses random split-sample experiments to test different ways of asking CBC and Adaptive CBC (ACBC) questionnaires. Specifically, he examines: Use of minimal overlap ... Read More

Comment on Huber: Practical Suggestions for CBC Studies (2004)

01 Feb 2004 - 124 hits

This paper, by practitioner Jon Pinnell, was first delivered at the 2004 Sawtooth Software Conference, as a comment on Joel Huber's paper (also available for download within this library) entitled ... Read More

Getting the Most from CBC (2003)

01 Nov 2003 - 200 hits

This paper discusses successful strategies for using CBC properly, and warns against common pitfalls. Topics include: using prohibitions, determining number of attribute levels to include, sample ... Read More

Special Features of CBC Software for Packaged Goods and Beverage Research (2003)

01 Aug 2003 - 91 hits

CBC is a popular tool for studying brand and price effects for packaged goods and beverages. Under the proper conditions, it can produce quite accurate predictions of buyer behavior. The purpose of ... Read More

Predicting Actual Sales with CBC: How Capturing Heterogeneity Improves Results (1999)

01 Mar 1999 - 129 hits

The authors (Orme and Heft) provide evidence that, under proper conditions, conjoint analysis can accurately predict what buyers do in the real world. Their results are based on CBC interviews ... Read More

The Benefits of Accounting for Respondent Heterogeneity in Choice Modeling (1998)

01 Oct 1998 - 133 hits

This paper demonstrates why recognizing differences between segments or respondents results in more predictive and valid choice simulations than simple aggregate models. Latent Class and ICE ... Read More

Extensions to the Analysis of Choice Studies (1997)

01 Jun 1997 - 121 hits

In this paper (originally published in our 1997 Sawtooth Software Conference Proceedings) Tom Pilon of TRAC, Inc. presents some additional types of analysis that can be done using standard CBC data. ... Read More

How Many Questions Should You Ask in Choice-Based Conjoint Studies? (1996)

01 Jun 1996 - 215 hits

When planning a choice-based conjoint study, one must decide how many choice tasks to give each respondent. Too many may produce biased or noisy results, and too few will reduce precision. We ... Read More

Using Conjoint Analysis in Pricing Studies: Is One Price Variable Enough? (1992)

01 Aug 1992 - 190 hits

This paper discusses a real-world case study using Choice-Based Conjoint. The Choice-Based Conjoint approach is shown to be a powerful method for uncovering brand x price interactions. The authors ... Read More

Learning Effects in Preference Tasks: Choice-Based Versus Standard Conjoint (1992)

01 Jun 1992 - 123 hits

Huber, Wittink, Johnson and Miller report on a methodological study which featured an ACA interview between two short Choice-Based Conjoint modules. The study sought to discover if 1) the ... Read More