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."