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Reference about HB Estimation for CBC??

Hi all,

This might be one for the Sawtooth team, but I could be wrong. Does anyone know of a seminal reference that explains why HB estimation is so good in CBC and hence why Sawtooth have chosen it to be its estimation mode of preferred choice? I know anecdotally why but is there a paper (or some papers) which dive a little more into the detail as to why this method is so good? I'm writing a lit review/methodology section for a report and would love to have some concrete examples from the literature.

Many thanks in advance.

asked Nov 20, 2017 by Jasha Bowe Bronze (1,745 points)

1 Answer

0 votes

Try this one, which pretty much introduced HB to the marketing research world:  

 "Using Extremes to Design Products and Segment Markets"
Greg M. Allenby and James L. Ginter
Journal of Marketing Research
Vol. 32, No. 4 (Nov., 1995), pp. 392-403
DOI: 10.2307/3152175
answered Nov 20, 2017 by Keith Chrzan Platinum Sawtooth Software, Inc. (85,200 points)