Technical Papers

Title: CVA/HB

Description:

" Conjoint Value Analysis" (CVA) is a PC-based software system for full-profile conjoint analysis. CVA fits within our SMRT suite of conjoint analysis tools. CVA interviews can be conducted using the software\'s built-in Windows interviewing program or data can be gathered using a paper-and-pencil approach or through a Web-based survey administered by our SSI Web System. CVA can be used to manage all aspects of card-sort (single-concept) or pairwise comparison conjoint studies. This paper provides a Hierarchical Bayes is a relatively new technique for computing individual- level part worths from conjoint data. HB has been described favorably in several recent journal articles. Its strongest point of differentiation is its ability to provide estimates of individual part worths given limited information from each individual. It does this by "borrowing" information from other individuals.

This technical paper describes the functionality of the software and math behind HB. Sawtooth Software is not an expert in Bayesian data analysis. In producing this software they have been helped by several sources. They have benefited particularly from the materials provided by Professor Greg Allenby in connection with his tutorials at the American Marketing Association\'s Advanced Research Techniques Forum.description and technical details of CVA.

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Applied methodologies

Technical papers

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International Market Research Agency

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