Overview
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Adaptive CBC (ACBC) is a component within the SSI Web suite of Internet 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 SSI Web 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 CiW 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 probably not appropriate for ACBC. ACBC analysis can help with (among other things) product design, line extensions, pricing research, and market segmentation.

Your license entitles you to free technical support via phone or email (support@sawtoothsoftware.com). We encourage you to contact us at support@sawtoothsoftware.com or +1-801-477-4700 if you cannot find the answer to your problem or question in this documentation. We are available Mon-Fri, 7:30 am to 5:30 pm Mountain Standard Time. (Note: we provide full technical support for composing and testing your Internet survey on your local PC, and provide written instructions on how to install your questionnaire on your server. We cannot take responsibility for or be expected to provide technical support to debug any customized HTML or JavaScript you may add to your survey. You are also responsible to make sure that Perl is running, a database is available, and that you can run Perl (CGI) scripts on your web server. We can provide some assistance related to SSI Web's use with your server once the fundamental Perl functionality and a database is in place.)

A sample ACBC questionnaire (lapt.ssi) that includes 250 respondent records is available in the \Samples folder within your SSI Web 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. ACBC is also a new methodology, so we recommend paying close attention to the published research on ACBC. 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 XP, Vista, or Windows 7. 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.  
 
 
·For web-based data collection, you may use our survey hosting services. You can also host surveys on your own (one must have access to an Internet/intranet server running Perl 5.007 or later, with a database). This can be on your company's own Web server, or your ISP's (Internet Service Provider's) Web server. SSI Web is able to automatically upload the files needed to perform data collection on your server. But, in some cases the user must know how to use FTP software to create directories, upload files to those directories, and set permissions on the files and directories. Click here to receive detailed instructions on the directories, files and permissions.  
Relationship between ACBC and SMRT

ACBC is used for designing, creating, and fielding ACBC studies (either web-based or non-web "CAPI" interviewing). But you actually perform market simulations using either the Online Simulator or the SMRT software. ACBC and SMRT are installed and run independently--but SMRT imports the .HBU file containing part-worth utilities.

If you don't already own SMRT software, you receive a special copy with your ACBC license to analyze your ACBC data.


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 SSI Web study.

3) Test your questionnaire in preview mode, by using the Local Test Server included in SSI Web, 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). Import the results into the Online Simulator or SMRT software package for market simulation analysis.

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. 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. See the Online Simulator, SMRT manual or online help within the SMRT software for documentation regarding market simulations.