Increasingly, stated preference choice projects involve Menu-Based Choice scenarios (MBC) where respondents can select one to multiple options from a menu. This is not surprising, given the fact that buyers commonly are allowed to customize products and services (mass customization).
The software takes a data processing and analysis process that can take experienced analysts from one to two weeks to do and compresses the timeline to 1 to 2 days.
MBC requires more expertise to use properly than our other conjoint analysis tools. The user should have solid background in CBC and multivariate statistical modeling, especially in terms of building models (regression, MNL) and the theory behind coding independent variables. While the software manages most details involving the data processing, independent variable coding, model estimation and simulations, the user must understand and direct the process intelligently.
