Conjoint Value Analysis (CVA) is an integrated component within our SSI Web platform for full-profile conjoint analysis. The CVA technique (ratings-based or card-sort conjoint) is a classic technique introduced in the 1970s that is used less often today than discrete choice approaches such as CBC and ACBC. CVA interviews can be conducted using the software's built-in web-based interviewing program or data can be gathered using a paper-and-pencil approach. CVA can be used to manage all aspects of card-sort (single-concept) or pairwise comparison conjoint studies. This paper provides a description and technical details of CVA.
