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Choice-Based Conjoint with multiple purchases (volumetric CBC) - revisited

A while ago I asked for advice concerning a Choice-Based Conjoint Analysis for packaged goods that not only models one-time puchases but also predicts market shares with repeat purchases (volumetric analysis) (see https://sawtoothsoftware.com/forum/8169/choice-based-conjoint-with-multiple-purchases-volumetric).

The recommendation I got was to conduct a standard CBC and ask respondents for their usual consumption volume, which can be used as weight for the market simulation afterwards.

I have got an additional question: Is it also possible to simply include purchase volume as another attribute with several levels and conduct a normal CBC? This should give me the partworth of each level, which I can transform into monetary units.

What is the better option from your point of view? Which advantages/disadvantages do the both alternatives have?
asked Jun 17, 2015 by Ulf

2 Answers

0 votes
I think the biggest downsides would be you would have to rely on fixed levels to test (1 unit, 5 units, 10 units etc.) and that doing so often makes kind of weird profiles for the respondent.  Would you rather buy 10 of Brand A, Red at $10 or 1 of Brand B, Blue at $20.    It just seems like a weird question to ask in most situations (though maybe not in all situations?).
answered Jun 17, 2015 by Brian McEwan Gold Sawtooth Software, Inc. (38,015 points)
0 votes

You might also want to check out the article by Tom Eagle in our 2010 conference proceedings (available here:  http://www.sawtoothsoftware.com/support/technical-papers/conference-proceedings/proceedings2010).  In the article Tom describes several ways of modeling volumetric choices.
answered Jun 18, 2015 by Keith Chrzan Platinum Sawtooth Software, Inc. (60,175 points)