Adaptive CBC (ACBC) is a component within the Lighthouse Studio of interviewing products. ACBC is used for conducting adaptive Choice-Based Conjoint (CBC) studies over the web or in non-web "CAPI" interviewing mode (but not paper-and-pencil questionnaires). ACBC questions are usually integrated within a longer questionnaire that includes other standard survey questions. The number of additional questions that can be added depends on your license. An ACBC study can include additional standard survey questions that collect up to 50 data fields. An unlimited number of additional questions can be used if the largest Lighthouse Studio interviewing license is acquired.
ACBC studies are used for learning about respondents' preferences for the combinations of features that make up products or services. We recommend that ACBC be used in instances where there are about five or more attributes. Studies with few attributes (such as brand+package size+price) commonly done with standard CBC are generally less appropriate for ACBC. ACBC analysis can help with (among other things) product design, line extensions, pricing research, and market segmentation.
A sample ACBC questionnaire that includes 300 respondent records is available in the \Samples folder within your Lighthouse Studio installation. You can easily access this example study by clicking Help | Sample Studies | ACBC Sample. This questionnaire lets you see an example of an ACBC survey, investigate how it is set up, and perform analysis.
If you know a little HTML (which is not necessary to use ACBC), you can employ some "tricks" to help you customize the look of your survey beyond the standard options provided by the software. By opening the sample study and looking at the settings and text we've used, you can become familiar with some of the possibilities.
Please note that ACBC is the most advanced conjoint analysis system that we've designed, and the user should have the appropriate experience and training to ensure good results. Using ACBC requires the following skills and knowledge base:
•The analyst managing the survey should be proficient in conjoint analysis, including defining attributes and levels properly, correctly phrasing the questionnaire text and response scales, interpreting the part-worth utilities, and running simulations. It is not necessary to be a statistician to use our software effectively, but knowledge of basic statistics for market research is highly recommended.
•The questionnaire is first composed locally on a PC running under Windows. The individual inputting/formatting the survey should have working knowledge of standard Windows applications such as word processing, Web browsers and/or spreadsheets. Though it is not necessary, some knowledge of HTML is valuable.
Steps in Conducting an ACBC Study
1) Formulate attributes and levels and type them into the ACBC interface.
2) Make decisions regarding your study design: decide how to organize and lay out your BYO, Screener, Choice Tasks and (optionally) Calibration sections. Using the point-and-click ACBC interface, add those sections with their associated questions to your Lighthouse study. Depending on your project needs, you can customize whether to use all or just some of the available sections (BYO, Screener, Choice Tasks, Calibration).
3) Test your questionnaire in preview mode, by using the Local Test Server included in Lighthouse Studio, or by uploading the files to your Web server. Compute utilities for very small sample sizes (even n=1) using the method of Monotone Regression. Examine the utilities for your test questionnaires. Make modifications and re-test.
4) If using web-based data collection, upload your study to an Internet server, and continue testing--by yourself, with colleagues, and later preferably with a small number of pilot respondents. Receive feedback from colleagues and pilot respondents. Examine the data to make sure all data are being stored properly using the Admin Module, and by downloading the data to your hard drive. Compute utilities using monotone regression (or using HB if your sample size is large enough). Conduct market simulations using the integrated market simulator within Lighthouse Studio or by importing the results into the Online Simulator.
5) After ensuring that your ACBC questionnaire works properly, that the data are being stored correctly, and that your questionnaire produces reasonable results, invite respondents to take the survey.
6) Monitor the data collection using the Admin Module, including downloading the data often as an additional safeguard against data loss. Download the data, and then conduct analysis: tabulate the BYO choices, as well as the indications of "Unacceptables" and the "Must-Haves" for levels. Estimate part-worth utilities in preparation for running market simulations.