Technical Papers

Title: Comment on Huber: Practical Suggestions for CBC Studies

Description:

This paper, by practitioner Jon Pinnell, was first delivered at the 2004 Sawtooth Software Conference, as a comment on Joel Huber\'s paper (also available for download within this library) entitled "Conjoint Analysis: How We Got Here and Where We Are--An Update." Jon gives many practical pieces of advice based on his years as a researcher using CBC analysis. His suggestions include: use choice-based rather than ratings-based tasks; use randomized rather than fixed designs; use more alternatives per task; use first-choices rather than allocations or full ranks; use HB; and to be cautious with partial-profile designs.

This article is a good review of best practice, with suggestions based on numerous methodological and commercial CBC studies.

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Applied methodologies

Technical papers

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International Tobacco Company

#04 "We like the way SKIM communicates with us. It is clear and supportive"