Sawtooth Software 2020 European Conference | Virtual Attendance  | September 22–25
Early-bird pricing ends August 22!

The "Importance" Question in ACA: Can It Be Omitted? (2005)

Although ACA has proven to be a useful and popular technique over two decades, many researchers have argued that the self-explicated importance question in the ACA "Priors" may be a weak link. The self-explicated importances can be confusing to some respondents, and the metric information provided by the responses may flatten the final derived importances. In this article, the authors report on a split-sample methodological study that tests an altered version of ACA (that skips the Importance questions) against the original ACA. The modified ACA is shown to produce directionally better share predictions of holdout choice tasks than the original ACA, with a lower overall interviewing time. Also, there is evidence that the information provided by the self-explicated importances is not only flatter than that contributed by the conjoint Pairs section, but the information is different.

  Download PDF   View in new window

Lighthouse Studio

Lighthouse Studio is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

Try Lighthouse Studio

  Buy Lighthouse Studio

Getting Started with Conjoint Analysis

New to conjoint analysis? Pick up a copy of Bryan Orme's best-selling book today!

Learn More