Over the past four decades, experts worldwide have contributed to our understanding of the marketing science techniques we feature at Sawtooth Software. This section contains over a hundred technical papers written by these experts, arranged by general topic. Within each topic area, introductory articles are listed first. (More articles can be found in back issues of our newsletter, Sawtooth Solutions.)
Sawtooth Software Products
- ACA Technical Paper (2007)
- ACBC Technical Paper (2014)
- ACA/HB Technical Paper (2006)
- Advanced Simulation Module (ASM) Technical Paper (2018)
- CBC Technical Paper (2017)
- CBC Advanced Design Module Technical Paper (2008)
- CBC/HB Technical Paper (2009)
- CCEA Technical Paper (2008)
- CVA Technical Paper (2002)
- CVA/HB Technical Paper (2002)
- Discover-MaxDiff: How and Why it Differs from Lighthouse Studio’s MaxDiff Software (2018)
- Discover-CBC: How and Why It Differs from Lighthouse Studio’s CBC Software (2018)
- HB-Reg Technical Paper (2013)
- Latent Class Technical Paper (2019)
- MaxDiff Technical Paper (2013)
- MBC (Menu-Based Choice) Documentation (2019)
General Conjoint Analysis
- Understanding Conjoint Analysis in 15 Minutes (1996)
- Managerial Overview of Conjoint Analysis (2009)
- Understanding the Value of Conjoint Analysis (2009)
- Which Conjoint Method Should I Use? (2013)
- Interpreting Conjoint Analysis Data (2009)
- A Short History of Conjoint Analysis (2009)
- Analysis of Traditional Conjoint Using Excel: An Introductory Example (2009)
- Introduction of Quantitative Marketing Research Solutions in a Traditional Manufacturing Firm: Practical Experiences (2009)
- Including Holdout Choice Tasks in Conjoint Studies (2015)
- Sample Size Issues for Conjoint Analysis Studies (2009)
- Assessing the Monetary Value of Attribute Levels with Conjoint Analysis: Warnings and Suggestions (2001)
- Commercial Use of Conjoint Analysis in Europe: Results and Critical Reflections (1992)
- Assessing Unacceptable Levels in Conjoint Analysis (1987)
- Assessing the Validity of Conjoint Analysis--Continued (1997)
- How Many Holdout Tasks for Model Validation (2015)
- What We Have Learned from 20 Years of Conjoint Research: When to Use Self-Explicated, Graded Pairs, Full Profiles or Choice Experiments (1997)
- Three Ways to Treat Overall Price in Conjoint Analysis (2007)
- Statistical Testing (Chapter 12 from Becoming an Expert in Conjoint Analysis)
- Conjoint Analysis: How We Got Here and Where We Are--An Update (2004)
- The Number of Levels Effect in Conjoint: Where Does It Come From, and Can It Be Eliminated? (1992)
CBC-Related Papers
- Using Conjoint Analysis in Pricing Studies: Is One Price Variable Enough? (1992)
- Getting the Most from CBC (2003)
- History of Sawtooth Software's CBC Program (2011)
- CBC Technical Paper (2017)
- The Benefits of Accounting for Respondent Heterogeneity in Choice Modeling (1998)
- Comment on Huber: Practical Suggestions for CBC Studies (2004)
- Special Features of CBC Software for Packaged Goods and Beverage Research (2003)
- Predicting Actual Sales with CBC: How Capturing Heterogeneity Improves Results (1999)
- Perceptual Choice Experiments: Enhancing CBC to Get from Which to Why (2015)
- Choice Experiments for Pharmaceutical Market Research (2015)
- Fine-Tuning CBC and Adaptive CBC Questionnaires (2009)
- How Many Questions Should You Ask in Choice-Based Conjoint Studies? (1996)
- Extensions to the Analysis of Choice Studies (1997)
- Scale Constrained Latent Class (2013)
- Learning Effects in Preference Tasks: Choice-Based Versus Standard Conjoint (1992)
- The Random Regret Minimization Choice Modeling Paradigm: An Introduction with Empirical Tests (2014)
Adaptive CBC Papers
- A New Approach to Adaptive CBC (2007)
- A Perspective on Adaptive CBC (What Can We Expect from Respondents?) (2008)
- ACBC Technical Paper (2014)
- Adaptive Choice-Based Conjoint Analysis: A New Patient-Centered Approach to the Assessment of Health Service Preferences (2010)
- Testing Adaptive CBC: Shorter Questionnaires and BYO vs. “Most Likelies” (2008)
- Fine-Tuning CBC and Adaptive CBC Questionnaires (2009)
- CBC vs. ACBC: Comparing Results with Real Product Selection (2009)
MaxDiff (Best/Worst) Scaling
- Maximum Difference Scaling: Improved Measures of Importance and Preference for Segmentation (2003)
- MaxDiff Technical Paper (2013)
- How Good Is Best-Worst Scaling? (2018)
- The Options Pricing Model: An Application of Best-Worst Measurement (2004)
- Adaptive Maximum Difference Scaling (2006)
- Testing for the Optimal Number of Attributes in MaxDiff Questions (2006)
- Sparse, Express, Bandit, Relevant Items, Tournament, Augmented, and Anchored MaxDiff—Making Sense of All Those MaxDiffs! (2019)
- Bandit MaxDiff: When to Use It and Why It Can Be a Better Choice than Standard MaxDiff (2018)
- Anchored Scaling in MaxDiff Using Dual-Response (2009)
- Anchoring MaxDiff Scaling Against a Threshold - Dual Response and Direct Binary Responses (2010)
- Accuracy of HB Estimation in MaxDiff Experiments (2005)
- Political Landscape 2008: Segmentation Using MaxDiff and Cluster Ensemble Analysis (2008)
- A Parameter Recovery Experiment for Two Methods of MaxDiff with Many Items (2015)
- MaxDiff Analysis: Simple Counting, Individual-Level Logit, and HB (2009)
- Common Scale Hybrid Discrete Choice Analysis: Fusing Best-Worst Case 2 and 3 (2013)
Hierarchical Bayes Estimation
- Hierarchical Bayes: Why All the Attention? (2000)
- CBC/HB for Beginners (2009)
- Understanding HB: An Intuitive Approach (2000)
- CBC/HB Technical Paper (2009)
- New Advances Shed light on HB Anomalies (2003)
- One Size Fits All or Custom Tailored: Which HB Fits Better? (2001)
- What Are the Optimal HB Priors Settings for CBC and MaxDiff Studies? (2016)
- The Joys and Sorrows of Implementing HB Methods for Conjoint Analysis (1999)
- Application of Covariates within Sawtooth Software’s CBC/HB Program: Theory and Practical Example (2009)
- Monotonicity Constraints in Choice-Based Conjoint with Hierarchical Bayes (2000)
- Perspectives Based on 10 Years of HB in Marketing Research (2003)
ACA-Related Papers
- History of ACA (2001)
- Staying Out of Trouble with ACA (1996)
- ACA Technical Paper (2007)
- Perspectives on the Recent Debate over Conjoint Analysis and Modeling Preferences with ACA (2002)
- Accuracy of Utility Estimation in ACA (1987)
- The "Importance" Question in ACA: Can It Be Omitted? (2005)
- An Empirical Comparison of ACA and Full Profile Judgments (1991)
- Calibrating Price in ACA: The ACA Price Effect and How to Manage It (2000)
- Multistage Conjoint Methods to Measure Price Sensitivity (1994)
Sawtooth Software Conference Proceedings
Below are the proceedings from our conferences which are normally held every 18 months. If you experience a delay after clicking on a link, please be patient while the PDF file loads; these proceedings are each hundreds of pages long.
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