Sawtooth Software: The Survey Software of Choice

Asking questions and collecting answers—these are fundamental building blocks of any primary market research function. Computer-based interviewing has been our specialty for over 30 years. Our software may be used for collecting data over the web or using devices not connected to the web (CAPI). Our interviewing tools support all the standard question types, including additional capabilities of skip patterns, data piping, looping, and dynamic list building.

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A typical challenge we face as researchers is to estimate a variety of weights (such as utility scores, coefficients, or attribute importances) using a limited amount of data. Hierarchical Bayes (HB) improves these estimates, leading to greater stability and validity. HB improves conjoint/choice analysis utilities. It may also be applied to MaxDiff scaling or general regression-based problems (where respondents have provided multiple cases or observations). Our HB software is the fastest in the world and you'll obtain excellent results using its robust default settings.

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As researchers, we're constantly being asked to measure things, such as brand preference, the importance of product features, the benefits of a variety of job-related factors, the impact of product packaging, etc. Sawtooth Software has developed a powerful system for scaling such items, called MaxDiff (Maximum Difference Scaling).

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