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CBC Technical Paper (2017)

Choice-Based Conjoint Analysis (CBC) is an integrated component within the Lighthouse Studio platform for conducting choice-based conjoint studies. The main characteristic distinguishing choice-based conjoint analysis from other types is that the respondent expresses preferences by choosing concepts from sets of concepts, rather than by rating or ranking them. This paper discusses the method of choice-based conjoint analysis from a practitioner-oriented point of view, and describes Sawtooth Software's CBC System for choice-based conjoint analysis in some detail. It also provides suggestions about how to select a particular conjoint method from the variety of those available, considering characteristics of the research problem at hand.

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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.

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