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Sample Size Issues for Conjoint Analysis Studies (2019)

Sample size considerations for conjoint analysis are often quite different from those for traditional market research surveys. This paper covers such topics as sampling error versus measurement error, confidence intervals, sampling for small populations, and how the choice of market simulation method affects the precision of results. The differences between ACA, traditional conjoint (CVA), and CBC are discussed with respect to sample size decisions. Finally, the paper reviews sample sizes commonly used by conjoint practitioners, and provides some rules-of-thumb and general recommendations.

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