Choice Based Conjoint (CBC)
Summed Pricing CBC Experiments and How to Do Them (2023)
In this article, Orme outlines the pros and cons of different pricing methods in Choice-Based Conjoint (CBC) studies. He focuses on Summed Pricing, where total price is determined by fixed component ... Read More
CBC Technical Paper (2017)
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 (2017)
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.
Choice Experiments for Pharmaceutical Market Research (2015)
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
Perceptual Choice Experiments: Enhancing CBC to Get from Which to Why (2015)
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
The Random Regret Minimization Choice Modeling Paradigm: An Introduction with Empirical Tests (2014)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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)
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
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