Sawtooth Software: The Survey Software of Choice

Sawtooth Solutions #6: 1998 Winter

Which Conjoint Method Should I Use?

We originally published an article with this title in the Fall, 1996 issue of Sawtooth Solutions. With the release of Sawtooth Software's ICE (Individual Choice Estimation) Module, that article is now somewhat obsolete. A well-known barrier has been overcome: CBC users can now get individual-level utilities from choice data. It's paradoxical that this liberating breakthrough now makes it more difficult to choose between conjoint methods. The increased length of this article not only reflects ICE's contribution to the equation, but the influence of a paper presented at the 1997 Sawtooth Software Conference by Joel Huber, entitled: "What We Have Learned from 20 Years of Conjoint Research: When to Use Self-Explicated, Graded Pairs, Full Profiles or Choice Experiments."

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Scaling of Conjoint Results Primer

Our conjoint software systems provide a number of outputs for analyzing results including: utilities (or counts), importances, shares of preference and purchase likelihood simulations. This article discusses these measures and gives guidelines for interpreting results.

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Ci3 Tech

This article contains tips and suggestions for using Ci3.

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1999 Research Conference Update

In our last newsletter, we tentatively announced that our next conference would be held in February, 1999. Since then, we've pinned down an exact date and venue.

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Announcing: The ICE Module for Individual-Level Utilities from CBC

Choice-Based Conjoint is receiving a lot of attention lately. Researchers and clients alike value the realistic context of making choices from sets of available products. However, using CBC has been bittersweet. Because choices are an inefficient way to collect information about preferences, we have been compelled to use aggregate analysis.

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