General Conjoint Analysis

Estimating Willingness to Pay Given Competition in Conjoint Analysis (2021)

19 May 2021 - 583 hits

This article describes how to simulate Willingness to Pay (WTP) in a more realistic and focused way than using either the common algebraic approach or the two-product simulation approach. The common ... Read More

Diagnostics for Random Respondents in Choice Experiments (2020)

06 Oct 2020 - 401 hits

Researchers regularly clean inconsistent respondents from CBC and MaxDiff studies and the fit statistic from HB (RLH) provides a way to try to identify them. Chrzan and Halversen compare four ... Read More

Consistency Cutoffs to Identify "Bad" Respondents in CBC, ACBC, and MaxDiff (2020)

06 Jan 2020 - 698 hits

Over the last few years, the incidence of bad respondents is increasing. Conjoint analysis and MaxDiff have a fit statistic called RLH when using HB estimation that helps identify bad respondents. As ... Read More

Managerial Overview of Conjoint Analysis (2019)

01 Jun 2019 - 2235 hits

Conjoint analysis has become the most popular and useful way to measure respondents’ preferences for simple to complex offerings and predict market choices. This article is taken from Chapter 1 of ... Read More

Analysis of Traditional Conjoint Using Excel: An Introductory Example (2019)

01 Jun 2019 - 1936 hits

This article conveys the basics of conjoint utility estimation using a common software tool: Microsoft's Excel. It covers dummy-coding and experimental design issues for full-profile conjoint ... Read More

Interpreting Conjoint Analysis Data (2019)

01 Jun 2019 - 3456 hits

Covers the essentials for interpreting conjoint analysis data, including part worths, importances, shares of preference and "counting" analysis. The framework for interpreting results is developed ... Read More

Understanding the Value of Conjoint Analysis (2019)

01 Jun 2019 - 1295 hits

This paper (a chapter from the book Getting Started with Conjoint Analysis) illustrates how conjoint can be used to provide managers strategic marketing information that is intuitive and actionable. ... Read More

A Short History of Conjoint Analysis (2019)

01 Jun 2019 - 1001 hits

Conjoint analysis has been a great success story for the marketing research industry. This paper outlines its development from the late 1960s through today. The earliest conjoint analysis approaches ... Read More

Sample Size Issues for Conjoint Analysis Studies (2019)

01 Mar 2019 - 3072 hits

Sample size considerations for conjoint analysis are often quite different from those for traditional market research surveys. This paper covers such topics as sampling error versus measurement ... Read More

Including Holdout Choice Tasks in Conjoint Studies (2015)

01 Apr 2015 - 895 hits

It is advisable to include holdout choice tasks in conjoint interviews even though they may not appear to be needed for the main purpose of the study. This paper, originally published in Sawtooth ... Read More

How Many Holdout Tasks for Model Validation (2015)

01 Feb 2015 - 498 hits

Analysts sometimes add holdout questions to their conjoint surveys to test the way they have specified their models. Holdouts can also be used for out-of-sample validation. The author, Keith Chrzan, ... Read More

Which Conjoint Method Should I Use? (2013)

01 Jun 2013 - 2445 hits

Sawtooth Software offers different conjoint analysis packages, including choice-based (discrete choice) methologies (CBC, ACBC), menu-based choice (MBC), as well as the older ratings based approaches ... Read More

The Apple vs. Samsung Patent Trial of the Century

21 Jun 2012 - 2589 hits

No, we’re not referring to OJ and gloves that won’t fit. We’re talking conjoint analysis, Sawtooth Software, and our book “Getting Started with Conjoint” all factoring into the courtroom arguments in ... Read More

Introduction of Quantitative Marketing Research Solutions in a Traditional Manufacturing Firm: Practical Experiences (2009)

01 Jun 2009 - 401 hits

This article provides an excellent case study and tutorial regarding how to bring sophisticated methods like conjoint analysis to an organization. The author (Goodwin) discusses how conjoint has ... Read More

Three Ways to Treat Overall Price in Conjoint Analysis (2007)

01 May 2007 - 1033 hits

Three ways to treat overall price in conjoint analysis experiments are discussed: traditional approach, conditional price, and continuous/summed price. The traditional pricing method treats price as ... Read More

Conjoint Analysis: How We Got Here and Where We Are--An Update (2004)

01 Apr 2004 - 793 hits

Joel Huber of Duke University provides an insightful discussion on the history and theoretical underpinnings of conjoint analysis. He traces its development from its roots in psychometrics to its ... Read More

Formulating Attributes and Levels in Conjoint Analysis (2002)

16 Aug 2002 - 1415 hits

Defining proper conjoint attributes and levels is arguably the most fundamental and critical aspect of designing a good conjoint study. In conjoint experiments, respondents express their preferences ... Read More

Assessing the Monetary Value of Attribute Levels with Conjoint Analysis: Warnings and Suggestions (2001)

01 Jun 2001 - 1188 hits

Because conjoint utilities are often difficult for non-researchers to understand, researchers sometimes try to convert those to monetary equivalents. This practice is usually a poor use of conjoint ... Read More

Assessing the Validity of Conjoint Analysis--Continued (1997)

01 Jun 1997 - 662 hits

Despite over 20 years of conjoint research and hundreds of methodological papers, very little has been published in the way of formal tests of whether conjoint really works in predicting real-world ... Read More

What We Have Learned from 20 Years of Conjoint Research: When to Use Self-Explicated, Graded Pairs, Full Profiles or Choice Experiments (1997)

01 Jun 1997 - 674 hits

Joel Huber, Duke University, points out that respondents adopt different strategies for answering different types of conjoint questions. Researchers should understand these simplification strategies ... Read More