CBC is a popular tool for studying brand and price effects for packaged goods and beverages. Under the proper conditions, it can produce quite accurate predictions of buyer behavior. The purpose of this document is to discuss some of the common approaches (and mistakes made) with past versions of our CBC software, and to point out some new capabilities available with the latest version of the Advanced Design Module for CBC/Web.
Common mistakes made were based on excessive use of level prohibitions within CBC software. Also, given the previous limitations of no more than 15 levels for brand and 16 concepts per choice task, it was difficult for researchers to represent the variety of unique brands available to buyers. The new version of CBC/Web Advanced Design Module offers up to 254 levels per attribute and 100 concepts per task, and supports a realistic "Shelf-Display" where the choice tasks look like shelves in a store, with products resting on the shelves.