Sawtooth Software Conference 2019 | San Diego, CA, USA | September 23–27

Using Choice-Based Conjoint To Assess Brand Strength and Price Sensitivity (1996)

This paper has been archived and removed from our list of current Technical Papers. The information it provides may be outdated or irrelevant based on our present understanding of the topic. However, we will continue to publish it here for historical purposes.

In this article (originally published in Sawtooth News), Jon Pinnell and Pam Olsen of IntelliQuest present a case history of how Choice-Based Conjoint (CBC) was used successfully in pricing research conducted for a technology client. Derivation of demand curves and Price Elasticity of Demand is discussed. The Disk-By-Mail approach is also discussed as a viable way of collecting market research data.

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