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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 vs. modest overlap for CBC questionnaires (modest overlap seems to improve results)
  • ACBC for small designs--just 4 attributes (ACBC is shown to work as well as CBC)
  • Placing “Unacceptable” screening questions prior to “Must-Have” screening questions in ACBC (seems to work better)
  • Individual-level (customized) utility constraints in ACBC (no benefit shown for this 4-attribute data set, though benefits should be greater for larger, more demanding designs)
  • Whether giving respondents a “consistency game” will improve their data and their experience (minimal gains in fit observed, but with the risk of annoying about 1/5 of the respondents)

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