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Including Holdout Choice Tasks in Conjoint Studies (2015)

It is advisable to include holdout choice tasks in conjoint interviews even though they may not appear to be needed for the main purpose of the study. This paper, originally published in Sawtooth Solutions, Spring 1997, and updated in 2010, 2014, and 2015, lists the benefits of holdout choices and provides general guidance on how to construct them.

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