Sawtooth Software: The Survey Software of Choice

Using Choice-Based Conjoint To Assess Brand Strength and Price Sensitivity (1996)

This paper has been archived and removed from our list of current Technical Papers. The information it provides may be outdated or irrelevant based on our present understanding of the topic. However, we will continue to publish it here for historical purposes.

In this article (originally published in Sawtooth News), Jon Pinnell and Pam Olsen of IntelliQuest present a case history of how Choice-Based Conjoint (CBC) was used successfully in pricing research conducted for a technology client. Derivation of demand curves and Price Elasticity of Demand is discussed. The Disk-By-Mail approach is also discussed as a viable way of collecting market research data.

  Download PDF   View in new window

Lighthouse Studio

Lighthouse Studio is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

Try Lighthouse Studio

  Buy Lighthouse Studio

Getting Started with Conjoint Analysis

New to conjoint analysis? Pick up a copy of Bryan Orme's best-selling book today!

Learn More