General Conjoint Analysis

Number of Levels Effect in CBC: Is It Strong and Does It Persist for More than Four Levels? (2023)

16 Oct 2023 - 1144 hits

Decades ago, a concern was raised regarding what has been called the “Number of Levels Effect” in conjoint analysis. Researchers in the 80s and 90s showed that by doubling the number of levels of a ... Read More

Survey-Based Methods for Pricing Research (2022)

23 Feb 2022 - 2792 hits

Common approaches for survey-based pricing research include conjoint analysis, Van Westendorp PSM, and Gabor-Granger. The authors (Orme & Chrzan) describe the three methods, including strengths and ... Read More

Uncommon Choices: Novel Applications of Conjoint Analysis in Practice (2021)

11 Nov 2021 - 2490 hits

Chris reviewed four novel applications of Conjoint Analysis for product design from various presentations he’s delivered over the past 12 years at Sawtooth Software Conferences. He highlighted how ... Read More

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

19 May 2021 - 5428 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 - 3294 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 - 4639 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

A Short History of Conjoint Analysis (2019)

01 Jun 2019 - 5356 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

Interpreting Conjoint Analysis Data (2019)

01 Jun 2019 - 15632 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 - 7690 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

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

01 Jun 2019 - 10156 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

Managerial Overview of Conjoint Analysis (2019)

01 Jun 2019 - 12711 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

Sample Size Issues for Conjoint Analysis Studies (2019)

01 Mar 2019 - 18490 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 - 5210 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 - 3980 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 - 15176 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 - 7703 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 - 3190 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 - 6175 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 - 5619 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 - 7406 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